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Reactive Out-Of-Home Campaign

As an extension of the brand’s “What Cooking Can Do” TV campaign, Blue Apron took over the most prominent screens in NYC for several weeks (Penn Station, Fulton Station, bus shelters, digital highway billboards, and subway stations, to name a few) with a series of 426 animated ads. To align with the TV creative, the copy + imagery changed every day. And the most fun part? The ad you saw was determined by the day of the week, a current event, or the weather.

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