When we were tasked with launching an all-new brand of Yogurt – Restart by Alpina – in New York City, we needed something truly special to break through the cultural clutter. Our answer was butterflies. Thousands of real, living butterflies! They’re gorgeous. They’re uplifting. They’re rare on the streets of Manhattan. And that’s why we turned a building on Park Ave South into a pop-up butterfly sanctuary, and used it to drive massive engagement with our brand — over 100,000 people have already personally visited our Butterfly Wish Space. The butterflies aren’t just an attraction – they’re a symbol of Alpina’s commitment to empowering and inspiring women. We built a Facebook page where anyone can post their “Wishes for Women.” For every wish, we release another butterfly into the habitat, and we make a charitable donation to Women In Need, a NY group that helps abused women. On site, people could make a Wish for Women on camera, and release a butterfly into the air as a symbol of hope.
Advertising Agency: Vitro Agency, USA Executive Creative Director: John Vitro Creative Director: Marc Lucas Design Director: Mike Brower Art Director: David Reyes, Paul Lambert, Ali Filsoof Copywriter: Michael Gorelic Designer: Abe Vizcarra Account Director: Marc Wilson Agency Producer: Mickey Strider Out Of Home: OAG Build Out: InWindow