As part of its “Healthcare Re-Imagined” campaign, GE asked “how do you picture a healthy world” and then allowed consumers to submit pictures and stories of what they do to stay healthy on a special website.
Then on World Health Day 2006, OMD helped GE to create an awe-inspiring panorama with an unprecedented buy-out of nine digital billboards within New York City’s Times Square, making GE the first company to simultaneously broadcast on the NASDAQ, ABC, NBC, MTV, Reuters and Toys ‘R’ Us billboards.
The billboards directed swarming crowds to a tented photography studio set up on Military Island. Inside the tent, visitors were photographed in front of one of four backdrops illustrating how they “Picture a Healthy Lifestyle.” Moments later, each picture was displayed lager-than-life on the 45-feet high by 27-feet wide Reuters sign.
Along with photos from over 100 countries that were submitted to the “Picture a Healthy World” website, more a 1,000 photographs were taken and displayed in Times Square during the six-hour event.