This past week, Mountain Productions built a unique structure that pulled together a striking visual campaign for CVS. To announce that CVS/pharmacy® stores will no longer be selling tobacco products, a 50’ tall “cigarette” was literally put out in a giant ashtray over the course of the day. Taking place at Bryant Park in New York City, the event was an intriguing and attention-grabbing way to spread the word about their latest news.
Mountain Productions utilized a self-erecting tower system that proved to be the perfect solution for the cigarette drop. The tower was built as the understructure of the cigarette, with ring frames and custom printed fabric to complete the aesthetic look. Underneath the structure, Mountain provided durable Terratrak groundcover.
CVS’s campaign is surely drawing attention, and the cigarette drop event was a compelling way to symbolize the company’s continuous focus on health. This project proves that if you can dream it, we can build it.