We wanted to make a brand campaign that doesn’t talk about our products and instead talks about our new newsletter, SPAM, which also doesn’t talk about our products. And we didn’t want to talk about our newsletter in a newslettery way as it’s not really a letter or news and we decided to call it SPAM because that’s what everyone thinks of newsletters which then presented a creative opportunity to execute the brand campaign about the newsletter in the most analogue of SPAM ways possible or at least that we could think of.

The city block at Madison Square Garden where SPAM super towers sit is one of the more trafficked areas in NYC. These billboards are unavoidable commuters coming in and our of Penn Station and anyone that is traveling to Madison Square Garden for a hockey or basketball game or concert. We thought, what better message to intercept busy Manhattanites with than a sign up for a digital newsletter about oatmilk but mostly nonsense. This unit ran for 4+ weeks and captured 13,650,000+ impressions of those passing by.