TD Bank \ High Line Honey

TD Bank’s sponsorship of New York’s iconic High Line park had little to no public awareness. How do you take a silent sponsorship
and turn it into something everyone in the city is talking about? You create a product from it.

With the help of beekeeper Andrew Coté, we installed custom beehives on rooftops around the High Line.
Once harvested and bottled in the packaging we designed, the honey was launched at a public event on the High Line itself
- with all proceeds from the sale of the honey going back to the park.

We created packaging for both the High Line honey itself as well as a sample box of Community honey,
which featured a flight of five honeys from the boroughs of New York City (each one remarkably different in taste). 

We promoted the kickoff on Facebook, Snapchat and Instagram and to press and influencers directly.
The event drew thousands of visitors and the honey sold out in less than 3 hours. This being the most successful activation in their history,
TD has renewed its sponsorship of the High Line.