Yahoo! Bus Stop Derby
As a Creative Director at Goodby Silverstein, overseeing the Yahoo account, I spearheaded the Yahoo! Bus Stop Derby, an innovative campaign that turned ordinary bus stops in San Francisco into interactive social gaming hubs. This groundbreaking project posed a unique challenge: how could we harness the power of digital to connect people in the physical world in a way that had never been done before?
Partnering with Acne Productions and Obscura Digital, we transformed digital outdoor advertising by installing touch-screen panels at bus stops across the city. This initiative not only enhanced the daily commute but also fostered a sense of community and friendly rivalry among San Francisco neighborhoods. Commuters were drawn into playing touch-screen games in real-time against other bus stops, engaging not just with the screens but with each other.
The campaign tapped into local pride and the competitive spirit among San Francisco neighborhoods, drawing a wide audience into a city-wide phenomenon. This strategic initiative not only pushed the boundaries of Out-of-Home advertising but also marked a new era in how digital tools can enhance public spaces and foster community interactions.
The effort culminated in a massive block party in North Beach, featuring live performances by viral video sensation OK Go, which celebrated the community spirit and interactive fun sparked by this innovative digital-physical experience. The campaign's success was further recognized with multiple accolades, including a Cannes Cyber Lion Gold, Andy Award, Webby, Clio, and Digital OOH Awards—Best In Show, Gold (2) affirming its significant impact and innovation.
