Throwback Thursday: Times Square, Daisy Fuentes and Post-It Notes.

Throwback Thursday: Times Square, Daisy Fuentes and Post-It Notes. 809 1024 Darcy L Bouzeos

Back in 2006, 3M was launching its new line of “Super Sticky” Post-It Notes.  As part of the launch, it was partnering with City of Hope, one of the leading hospitals in breast cancer research.

The PR team for 3M looked to DLB to recommend female celebrities who had a connection to breast cancer and we suggested Daisy Fuentes whose grandmother had passed away from the disease.

An enormous pink ribbon made up of thousands of Super Sticky pink Post-It Notes was created on the side of a building in Times Square.  Fuentes was placed in a cherry picker and hoisted to the top of the building to place the final Post-It Note on the building as she was interviewed by Diane Sawyer of “Good Morning America”.

The creative concept and Fuentes’s participation provided a very memorable event and resulted in extensive media impressions.

This campaign was a great example of a brand partnering with a non-profit to generate not only brand awareness, but to benefit a worthy cause.

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