Bringing a plastic-free world to the future.
The Economist wanted to "signal-boost" the necessity to reduce plastic waste, they did it through a coffee truck.
New York City
2 months 2019
In 2019, The Economist launched a campaign during Climate Week NYC aimed at spreading awareness about microplastics in the Ocean. One of those activations included a touring coffee truck with edible cups, capturing the attention of audiences while providing a copy of their issue about plastic waste. They contacted us and asked to bring the coffee truck to cap off their Climate Week activation.
Provide a time, place, and audience to signal-boost The Economist's campaign about plastic waste.
We promoted The Economist's message through our website, eventbrite, and newsletters, and thanks to a special relationship with our host building, The Starrett-Lehigh in west Chelsea, we have access to a truck elevator that allowed up to a 20ft tuck access to all 17 floors of the building. That's how we lifted the coffee truck to be front and center of our Marketplace of the Future experience on the 15th floor.
The Economist brought a new level of gravitas to Marketplace, and we brought a new audience to The Economist. At an event with more than 800 climate enthusiasts we were able to create the conditions for The Economist to have hundreds of quality 1-1 conversations, raise awareness about microplastics, and sign on dozens of new subscribers.