An iconic property in Midtown was undergoing a massive transformation, becoming an ultra-modern, environmentally sustainable showpiece with state-of-the-art features.
To showcase this rebirth, YMEE developed a direct mail piece with branded hard hats and packaging that revealed the property’s new brand identity. Additionally, a branded partnership with Dunhill produced an exclusive writing instrument. The campaign culminated in an award-winning 3D pop-up replica of the building’s new facade, emphasizing its readiness for tomorrow.