Case Study: Josh Cellars' Times Square Father's Day Extravaganza

Objective

For Josh Cellars, Father’s Day is especially poignant. The wine brand was created by Joseph Carr in honor of his late father, a volunteer firefighter who also served in the US Army. In 2017, the brand wanted to honor dad’s everywhere in a big way and provide an opportunity for consumers to publicly share a meaningful gift with dad to celebrate what makes their relationship so special

Activation

To celebrate father’s worldwide, Josh Cellars worked with PJX to create a platform for people to publicly show their appreciation for dad. The brand transformed a 31’h x 55’w spectacular screen in Times Square New York into a live tribute to dads during the weeks leading up to Father’s Day. The animated screen asked viewers if they needed a Father’s Day Gift and invited them to write a personalized tribute via social media, and the messages were streamed on the digital spectacular throughout the month. Facebook users only needed to post to the brand’s page @JoshCellars while Instagram and Twitter users needed to make their setting public to submit their tribute. For a grander statement, people were invited to create a personalized wine bottle label with their dad’s name and photo which they could then share on the Times Square screen. Participants could upload a 90 character note and a photo and received a free label in the mail to affix to any bottle of Josh Cellars.

Results

At + 17,000 square feet this may have been the largest-ever endeavor to honor dads. Josh Cellars recognized 50,000 dad’s for millions of people to see and received much press / social impressions.

Josh Cellars Wine Instagram