Anything
But Dull.
A pink flamingo-filled diorama transforming one of New York's dullest lots into a celebration of city life.
Flamingo, the women's shaving brand, partnered with Gus and Early Spring for an out-of-the-box activation as part of their Anything But Dull campaign.
Together, we transformed one of New York's dullest, most overlooked spaces — a rat-infested, trash-filled lot — into a pink diorama celebrating the best parts of New York City.
Flamingo, the women's shaving brand, partnered with Gus and Early Spring to bring the spirit of their newest campaign — Anything But Dull — to an unsuspecting location in New York.
Flamingo launched its Anything But Dull campaign with a bold belief: even life's most mundane moments — like shaving — can be joyful, surprising, and full of personality. The idea was simple but powerful: elevate the everyday.
We searched high and low for the perfect place to elevate the mundane and spread some joy. From dull rooftops to construction sites to boring storefronts, we finally found our slice in a rat-infested, trash-filled plot on the corner of 28th and 10th — the perfect canvas to imagine our own little NYC, where flamingos rule the coupe.
The empty lot was transformed into a whimsical, flamingo-filled diorama of New York life. Over 600 flamingos took on familiar New Yorker roles — getting hustled playing chess, outdoor brunch with towering shrimp cocktails, rush hour on the subway, and frolicking in the spray of a busted hydrant.