New Year’s Kiss

How do you make a healthcare brand the star of the world’s biggest party?

The ball drop in Times Square is known around the world. Haleon sought to own that iconic moment by positioning their brand as the solution to seasonal sniffles, ensuring everyone could enjoy a New Year’s kiss. By taking over the massive “Godzilla” digital billboard, we allowed users to create their own digital New Year’s kiss to be showcased in the heart of New York City throughout the holiday period.

The brief was a high-stakes logistical puzzle. Deliver a fast-turnaround, user-generated live activation over the Christmas and New Year period on one of the most visible screens on the planet. We had to ensure the brand could resonate during a chaotic cultural moment while maintaining absolute control over the content displayed.

The Imagination Labs team built a high speed pipeline to the world’s most famous screen. To handle the scale of Times Square, we developed a custom submission flow and a “safety first” moderation platform. By blending initial AI filtering with a final human touch, we ensured every kiss shared on the ‘Godzilla’ billboard was brand safe and high quality.

From ‘Sniffles’ to the big screen

By turning visitors into the stars of the show, we helped Haleon own a cultural moment. Users submitted their ‘Kiss Cam’ photos via a mobile first microsite and, moments later, saw their faces light up the heart of NYC. It transformed a cold season brand from a functional healthcare provider into a catalyst for genuine human connection.

For the audience

The activation gave the public a true, one of a kind experience, allowing them to become the face of New Year’s Eve in Times Square. By providing an accessible platform for participation, we turned a passive viewing moment into an interactive memory, positioning Haleon as a brand that supports and celebrates their most joyful life moments rather than just treating their symptoms.

For the brand

Haleon successfully broke through the noise of traditional healthcare marketing to establish a presence at the forefront of the cultural conversation. By creating an experiential asset that blended technology with emotion, the brand shifted from product focused messaging to emotion driven storytelling. This innovative approach drove significant digital engagement and demonstrated Haleon’s ability to facilitate connection on a global stage.