“Chobani wanted to celebrate its ten-year anniversary by giving back to its community. It decided to launch a massive campaign across many platforms, and wanted to do it in a unique, powerful way in a recognizable location. Our challenge was to create a magical experience inside Grand Central station that enabled visitors to share in Chobani’s mission to give everyone in America a free cup of yogurt. We created the Giving Tree installation, where each visitor could plant a digital ‘seed’ and watch it grow into the overhead tree canopy. For each seed planted, Chobani donated a case of yogurt to No Kid Hungry.”