Lineage IPO Times Square Activation
Do you know how your food gets into the freezer aisle?
Lineage is the world’s largest temperature-controlled warehousing and supply chain network. After decades of growth, they were ready to transform their privately-owned logistics company into a publicly traded real estate investment trust. But there was one problem: a lot of people didn’t know what the cold chain was.
For their IPO, we brought a taste of the cold chain to Times Square.
Lineage Times Square Activation July 24, 2024
New York City, NY
To make a splash on IPO day, we transformed Times Square into a cold storage celebration—complete with digital boards, food trucks, the journey of food storytelling signage, a Lineage Foundation for Good meal-packing station, and an interactive, AR-enabled Lineage cold storage warehouse walkthrough experience.
Lineage went on to achieve the year’s highest valuation at $4.4 billion, earning over 700 articles and 5 billion impressions with coverage from big players like CNBC, Nasdaq, Forbes, and Reuters.
We created storytelling signage outside of the food trucks that taught attendees how Lineage helps keep shrimp and beloved ice cream toppings cool throughout their journey from their origin and to our freezer aisles and favorite restaurants.
Directional signage invited attendees to the packing event that benefited the New York Common Pantry, and a banner with a QR code for people to scan before entering the AR-enabled cold storage warehouse experience.
Our team designed a cold storage warehouse, complete with dock seals, graphics wrapping the walls inside and out, and an audio experience (written by yours truly) that taught visitors about Lineage and their automated warehouses.
Leveraging 360° videos provided by Lineage, our digital team created an AR experience within that allowed users to tour a real Lineage warehouse through their phone.
Creative Ad Agency: Yamamoto
Creative Director: Julie Hernandez
Senior Copywriter: Alyssa Engsberg
Senior Art Director: Abigail Winchester
Senior Art Director: Ericka Wallis
Creative Technologist: Shawn Flanagan