DESCRIPTION

INABA came to us with a milestone worth celebrating: ten years of Churu in the United States. The brief was not a booth. It was a block of Broadway, and a single question is: how do you make a crowd that runs past 300,000 people on a peak day stop walking?

We built a Hollywood premiere for cats. A 20-foot custom cat-ear portal framed the entrance. A branded red carpet with a walk-of-fame runner led guests to the “Churu Spotlight” photo stage, anchored by a golden cat statue and a marquee-lit “10 YEARS” installation. Overhead, a full takeover of one of the most-viewed screens on earth carried the campaign into the skyline.

Every element was engineered for one outcome: shareability. Sampling stations and a VIP Treat Bar gave visitors a reason to stay; the photo moments gave them a reason to post. The activation turned foot traffic into brand impressions no media buy could have purchased.