LIGHTING UP THE HOLIDAYS WITH MULTI-SENSORY MAGIC
Bath & Body Works turned holiday tradition into groundbreaking moments with two bold activations: the Candle Day Countdown and The Scented Billboard. Combining innovative technology, bold creative direction, and sensory-driven storytelling, these experiences captivated New Yorkers and turned everyday cityscapes into festive celebrations.
BRINGING THE COUNTDOWN TO CANDLE LOVERS
For Candle Day, we wanted to create a celebration as big and bold as the event itself. Inspired by the energy of New Year’s Eve, we imagined a towering LED candle at Hudson Yards, complete with a countdown clock, dynamic animations, and a 12-foot animatronic matchstick that marked the changing scents and styles each hour.
CREATIVE DIRECTION: BUILDING ANTICIPATION
The digital candle became a focal point for a celebration of scents, light, and motion. The concept brought Bath & Body Works' beloved 3-wick candles to life at an extraordinary scale, surrounded by oversized gifts and ornaments to transform Hudson Yards into a magical holiday plaza.
Each hour, the matchstick lowered to “light” the LED candle, syncing with animations of glowing flames and transitioning the display into a new candle variety. The dynamic visuals created a sense of movement and wonder, ensuring the activation remained visually fresh and engaging throughout the day.
MOTION AND TECHNOLOGY: SYNCHRONIZED THE MOMENT
The 10-foot cylindrical LED candle displayed vibrant animations of three iconic candle styles intermixed with a real-time countdown clock that tracked the approach of Candle Day, and various other interstitial messaging. Each hour, on the hour the animatronic matchstick lowered perfect sync with the visuals. Careful coordination of AV systems ensured flawless execution of this immersive spectacle.
PROMOTION: LIGHTING THE FIRST FLAME
The event launched with a high-energy run featuring U.S. Olympians Hunter Woodhall, Tara Davis-Woodhall, and Jordan Chiles. Accompanied by We Run Uptown, the group carried a symbolic matchstick from the New York Stock Exchange to Hudson Yards, lighting the candle in a dramatic kickoff ceremony.
In the evening, the Countdown to Candle Day Celebration invited the public to join in with music from DJ Kyle Cooke (Bravo’s Summer House), cider, and donuts, creating a festive community gathering.
A CELEBRATION TO REMEMBER
The Candle Day Countdown brought Bath & Body Works' signature scents to life in an unforgettable way. By blending innovative technology, bold visuals, and festive energy, the activation transformed Hudson Yards into a candle lover’s dream.
