CBS tasked us to bring the feeling of a warm hug and spread joy all over New York City to celebrate the new season of The Drew Barrymore Show. The Pop-up ‘Drew’s Days’ was a 3-day street activation with an extension of special deliveries for affiliates and collaborators. Our Drew Crew set up shop around New York City and handed out fun, colorful, branded items to New Yorkers.
On Day 1, folks in Columbus Circle were greeted by dressed-up brand ambassadors at an unmissable flowery yellow and coral-themed cart and given a vibrant bouquet. The flowers were wrapped in The Drew Barrymore Show-themed paper and stickers. Meanwhile, CBS' affiliate Morning shows, press, and friends all over the country received beautiful flower arrangements with personalized notes to show gratitude and brighten the day as the show kicked off a new season.
As no strangers to the unpredictable NYC fall weather, we sourced umbrellas with The Drew Barrymore Show’s iconic yellow hue for the campaign's Day 2. The Drew Crew carried branded logo flowers throughout Bryant Park, spreading smiles to passersby.
The last Day of activation was an invite for New Yorkers to slow down and cozy up for fall. Our Drew Crew handed yellow-themed beanies, scarves, and gloves.
