GEBRU
Project: OOH NYC Flagship Announcement
Role: Junior Copywriter
TurboTax launched new flagship and retail locations to help alleviate the stress around tax season. New Yorkers are always on the move, so we wrote OOH that made them look twice—baconeggandcheese and coffee in hand. With four placement types, we had to be strategic about how we started the conversation because every second counts. The campaign ran across subway triptychs throughout New York, digital OOH, taxi toppers, and one larger-than-life wallscape placed near a flagship location to drive foot traffic. Most of the headlines were written in a 48-hour sprint, then refined to do two things fast: grab attention and make it clear that TurboTax is in town with a store near you. We optimized bigger concepts for motion placements and leaned on concise headlines for static placements.