World's Largest Greeting Card Replica:
OFFICIALLY AMAZING
Independence Day 2017 is an especially proud moment for Provident Housing - and us. From concept to finish, CBS ensured Provident smashed a Guinness World Record. It was officially amazing!
CLIENT
Provident Housing
DATE
August 2017
Intent: THE WHY
Provident Housing is a pioneer in affordable housing. In 2017, they made a huge push with a campaign called #HomesForAll. This aligned with the larger national interest of making housing affordable for Indians, for which there was considerable push from the Government as well.
Challenge: THE WHAT
The fact that Provident is a brand that deeply cares about Brand India needed an activation. CBS’s idea was to break a World Record - wishing all Indians on the occasion of Independence Day with a Guinness gift. Making our own greeting cards is such an Indian thing, or so we feel. Plus, it also aligned with ‘wishing all fellow Indians on Independence Day’.
Magic: THE HOW
What followed was a task of monumental proportions - literally. From ensuring structural integrity for such a large installation, to finding the right vendors to construct, print and put together the whole show - Provident trusted CBS, and CBS delivered!
GALLERY
