University of Florida, School of Theatre + Dance 

The Problem: Students and locals are not aware that there are live theatre shows at UF in Gainesville.

The Insight: People who love theatre dream of going to Broadway.

So why not bring the magic of Broadway to Gainesville?

The Solution: An OOH campaign where we transform Gainesville into New York City.  Transforming the Gainesville Regional Transit System (RTS) buses into a New York City Subway car, Gainesville Ubers into New York Taxi Cabs, Gainesville Construction into New York Scaffolding with billboards reminiscent of Times Square.