The launch of Madame Tussaud’s Wax Museum in Times Square was a big deal for the London-based brand, especially considering the growing competition across the tourism scene at the time.

Our goal was simple: create buzz for the grand opening, capture content for the campaign, and make Madame Tussaud’s a must-see. Our idea was to take the wax figures out of the museum and set them loose in the city. The combination of global personalities against NYC's cultural backdrop offered just the right amount of contrast.

After a couple of debates about the risk of melting wax, Fidel Castro rode the ferry to see the Statue of Liberty, no permit was required, we simply bought him a ticket like any regular passenger.

The stunt worked. The press (and client) loved it, the story ran everywhere giving the museum the boost it needed right before the grand opening. We turned a small budget into a media success, with a major highlight—the cover of The New York Times.