Puck News
Challenge
To capture attention during New York’s highly anticipated art sales week for Puck’s sub-brand, Wall Power, by driving awareness, increasing subscriptions, and sparking cultural conversation around the brand.
Solution
Bringing the online newsletter, Wall Power, into the physical world, we transformed an Airstream into the ‘Puck Inside Scoop’, a modern take on a food truck takeover that travelled across Manhattan.
Designed to stand out against the backdrop of Fifth Avenue traffic and iconic yellow cabs, the bold, red Airstream acted as a moving extension of the Wall Power editorial identity. Bold messaging across the back of the vehicle was designed to spark conversation both while in motion and when parked, turning the activation into a natural photo opportunity throughout the city.
Over two live days, the Airstream stopped outside three of the art world’s most influential destinations: TEFAF, Christie’s, and Sotheby’s. Positioned at the intersection of art, media, and culture, it engaged collectors, curators, and curious passersby.
Visitors were encouraged to scan a QR code to sign up for the newsletter in exchange for a complimentary branded coffee or ice cream, creating a direct connection between the physical activation and Puck’s subscription ecosystem. New subscribers also received an exclusive 20% discount for the paid service, helping convert cultural interest into long-term readership.
Editorial storytelling sat at the centre of the activation. In collaboration with Wall Power writer Marion Maneker, daily playful takes were featured on menu A-boards, while a bespoke physical Puck magazine was displayed in newspaper stands positioned outside the Airstream providing a physical takeaway for guests.
