How on earth does one get noticed in New York? In this most vibrant and chaotic of cities perhaps it takes a native to know how to get attention. OMD NY's inspired idea was to use the city itself as a media vehicle.OMD used the occasion of being briefed ahead of the creative agency to identify location-specific opportunities that would eventually drive tailored executional development.To launch Cingular Wireless, the brand's distinctive icon was woven into the fabric of New Yorkers' daily lives. NY-centric outdoor and ambient channels were combined to create a true 'presence surround', which was extended further through guerilla and PR efforts.