The Challenge
Chateau d’Ax aimed to push the boundaries of traditional out-of-home advertising, creating a memorable experience in the heart of New York: Times Square. The goal was to captivate and surprise the audience, making the brand stand out in one of the most competitive advertising environments.
The Solution
Officina Kreativa designed an innovative FOOH (Fake Out Of Home) campaign, leveraging cutting-edge CGI and Artificial Intelligence. The result? A mind-bending illusion where Times Square’s billboards suddenly glitched, distorting visuals and sounds. Amidst this digital disruption, the Chateau d’Ax logo emerged, followed by an ad featuring the Roadster sofa. The highlight? The sofa detached from the screen, grew wings, and flew over the amazed crowd, creating an unforgettable moment.
The Outcome
The campaign turned Times Square into a digital spectacle, blurring the lines between reality and illusion. It generated massive media coverage, engaged the audience, and reinforced Chateau d’Ax as a forward-thinking brand in design and innovation.
