For four days in December New Yorkers were invited to pair up and grab a smooch for the cameras under a mistletoe sculpture in Madison Square Park. The Unbreakable Kiss Mistletoe Installation sponsored by A Diamond Is Forever was open from Dec. 1 through Dec. 4. Couples who kissed had their amorous moment recorded by 60 still cameras that created a video image. Couples could retrieve their video and send it to friends and family at adiamondisforever.com and also enter to win a diamond sweepstakes.
In May the brand executed a similar installation celebrating Mother’s Day in New York City’s Grand Central Terminal.
Actress Penelope Cruz kicked off the four-day event Dec. 1 with a ceremonial ribbon cutting marking World AIDS Day. For every couple that kissed underneath the installation A Diamond Is Forever donated $5 to the Elton John AIDS Foundation. Agencies: JWT and LeadDog Marketing New York City.