Case Study


Announce the public opening of One World Observatory in New York’s new One World Trade Center building.

The Solution:

Downtown Manhattan holds many memories for New Yorkers, the country, and the rest of the world. With the opening of One World Observatory at the top of the tallest building in the Western Hemisphere, we needed to establish a hopeful tone…a tone as inspiring as the view itself.

The 1nspired campaign is all about looking toward the future, a future as dynamic and authentic as the city itself. It answers the question: “What happens when you take some of the most inspired people in the world and put them in one of the most inspiring places?”

We invited a group of NYC visionaries—artists, educators, students, scientists, historians and more—to join us for an exclusive event at the Observatory. We filmed their reactions to the experience, and created a video series that focused on the inspiration and exhilaration of being at the top of the world.

The Results:

The 10 video series has already reached 2.5+ million people and created an average 22% lift in engagement. The 1nspired campaign’s lifespan will continue post-opening, with all guests of One World Observatory invited to contribute their own unique stories and reflections.