Western Union, the provider of worldwide money transfer services, last month launched its first unified global experiential marketing effort using New York as its base. Internationally-renowned graffiti artist Chase was commissioned to develop a mural and experiential agency Kreate USA booked space in the Time Warner Building and built a blank canvas for him to work on. Whilst creating the piece, he tagged people's phones and clothing creating a real buzz over the two days.
The wall was then taken to Grand Central Station and formed the centre piece of an exhibition at Vanderbilt Hall, together with photos taken by Steve McCurry, the photographer whose image of the Afghan girl was voted the most famous picture in National Geographic's history.
The highlight of the week-long exhibition was a cocktail party organized by Kreate USA for 200 people including speeches from Christina Gold (CEO), Steve McCurry and Chase. Cocktails, canap's and music were enjoyed by all attendees who included journalists, agencies and senior Western Union employees.