New York
November 2016
The 2016 FIDE World Chess Championship was a highly anticipated 12-game match between reigning World Champion Magnus Carlsen of Norway and his challenger, Sergey Karjakin of Russia. Hosted at the Fulton Market building in the vibrant Seaport District of Lower Manhattan, New York, the championship began on November 11 and concluded on November 30, if tiebreaks were required.
Organized by FIDE, the international chess federation, in partnership with its commercial collaborator Agon, this event garnered global attention and excitement. To maximize the event’s reach and create a buzz, DASH TWO spearheaded an impactful Wild Posting® campaign throughout New York City. The strategically placed posters not only engaged chess enthusiasts but also intrigued passersby, making the promotion a resounding success.
The epic battle between Carlsen and Karjakin represented the pinnacle of chess mastery, enthralling audiences with strategic brilliance and intense competition. The Wild Posting® campaign highlighted the cultural significance and enduring appeal of chess, underscoring the game’s unique ability to captivate people of all backgrounds.
