Problem How does a retail store drive awareness in a crowded urban environment? Solution Use nontraditional formats near the store locations to remind pedestrians of their presence and proximity. Background The Home Depot prides itself on being the world’s largest home improve- ment specialty retailer with locations in all 50 states as well as Puerto Rico, U.S. Virgin Islands, Canada, Mexico and China. The company was founded on the idea of providing a great overall customer experience each time one enters the store. Objective The campaign objective for OOH in New York (specifically Manhattan) was to increase brand awareness as well as drive traffic to Home Depot’s two store locations in Manhattan, 980 3rd Ave and 28 W 23rd St # 1. The goal was to use nontraditional formats rathe

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