NOYZ
NOYZ
‘ONLY HUMAN’ FRAgrancE LAUNCH
Objective
LAUNCH NOYZ’S NEW FRAGRANCE ‘ONLY HUMAN’ DURING NYFW AND TURN EVERYDAY NEW YORKERS INTO THE FACE OF THE CAMPAIGN.
Campaign
MILKMONEY SECURED A PRIME SOHO BILLBOARD AND TURNED IT INTO A LIVING CANVAS. NOYZ INVITED NEW YORKERS TO STEP IN FRONT OF THE CAMERA, THEN EACH PORTRAIT WAS SHOT, PRINTED ON THE SPOT, AND WHEAT-PASTED TO THE BOARD—SLOWLY TRANSFORMING IT, HOUR BY HOUR, INTO A PUBLIC GALLERY AT THE HEART OF THE CITY.
BEFORE THE TAKEOVER, THE BRAND TEASED ON INSTAGRAM WITH POSTS CAPTIONED “THIS COULD BE YOU.” DURING THE EVENT, NOYZ RESHARED EVERY TAG, WHICH BROUGHT PEOPLE BACK TO THE SITE TO FIND THEIR PORTRAITS, TAKE MORE PHOTOS, AND SHARE AGAIN.
Results
THE BILLBOARD BECAME THE HEART OF THE CAMPAIGN, DRAWING CROWDS, FUELING CONTENT, AND MAKING ‘ONLY HUMAN’ THE NYFW MOMENT.
Key Facts
Formats
WALLSCAPE, DIGITAL BILLBOARDS
Markets
LOS ANGELES, NEW YORK
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