"Grand Central Takeover" may sound like the name of a Hollywood action-hero movie or maybe a high-adrenaline video game. But the 2017 ANA B2 Award-winning campaign is no fictional drama. After racking up tens of millions of impressions in just a month's time, it now holds vaunted status as a bona fide mass-media phenomenon.
The genesis of Grand Central Takeover, a bold collaboration between global media information powerhouse Thomson Reuters (TR) and agency TBWA\Chiat\Day NY, started with a simple question: How can a company with stellar name recognition but limited ad budget reach a large target audience and present its...