Byrant Park’s

A New Yorker Grinch

As a group advertisement project, we developed the "A New Yorker Grinch" campaign for Bryant Park's Winter Village. The concept centred on giving the classic Christmas character- the Grinch, with a cynical, metropolitan twist: a cold, hard heart typical of a hurried New Yorker. The core narrative tracked this Grinch's transformation as he reluctantly entered the Winter Village, where the warmth of the atmosphere, the food, and the skating eventually caused his cold heart to grow. This campaign successfully reimagined a well-known story into an engaging, locally relevant story that drove traffic and highlighted the unique, inviting charm of the Winter Village experience.