To communicate that Emirates flies every day from Milan to New York we thought to install a real open sky set, representing a NY suggestive district. We offered the consumers the opportunity to live real interactive experiences and to be there to enjoy the Big Apple, in Milan.
We focused on street basketball. Two professional players performed free throws on demand. We had freestylers and street artists. We also increased the interactivity between the scene and passers-by with games and mini competitions, creating a broad echo on social medias.
