Warner Communications’ producers Christen Graham and Rachel Greenstein, created an Earth Day event in Times Square to promote Marcal Paper Co.’s new ‘Small Steps’ line of paper products and brought in production glue to support the project.

Creating an event with visual impact in the heart of Times Square can be a challenge. The recycle-themed event had competition amongst the Times Square’s bright LED lights; therefore, requiring a design with strong visuals and a clear intent to grab attention and communicate the client’s message.

Using an eight foot roll of toilet paper, 34 trees, large bails of recycled materials, and a pyramid of recycling bins, production glue’s staging producer, Tim McDevitt, designed and implemented a narrative display of the cycle of sourcing paper from trees (as much of the paper industry currently does) or from 100% recycled paper products - as in the case of Marcal’s new line of products.

The elements of the event were a visual representation of the cost of paper sourced from forests or from recycled consumer products. The eight foot roll of paper represented the amount of paper products used by a family of four in a year, it was also equal to the three large bails of recycled materials, as well as the 34 trees it would take to make the same amount of paper products.

 

The event area on “Fence Island” at 46^th St. and Broadway was indeed the center of attention on Tuesday April 14^th.  The 34 large evergreen trees and the 8-foot roll of TP, raised on a 3’ tall platform and covered by a high peak tent grabbed the attention of all Times Square visitors throughout the day. Carefully worded signage announced the main message in bold statements to passersby “Help us Save One Million Trees,” and additional signage within the event space provided more detailed information, including the impact on the environment from deforestation to create paper products, and Marcal Paper Co.’s tree friendly methods of production to avoid the needless harvesting of forests.

Brand Ambassadors stationed at the event handed out thousands of rolls of TP throughout the day; Good Morning America shot a live remote from the event space in the morning, as did Fox TV and National Geographic.

The entire event, from the installation to the break down, took place within a 24 hour time period. production glue teamed with trusted local vendors and worked with City Hall and NYPD to insure the all permitting and logistics were secured, and all deliveries were made on time within the aggressive schedule.