Coinciding with the official opening of the 4 World Trade Center building, Silverstein Properties wanted to create buzz and positive press coverage about the building. The overall campaign theme was “See 4 Yourself”. The target audience was Mid and Upper Manhattan office workers. The goal was to get these office workers to consider working in the Lower Manhattan district. Thus, the concept was developed to take the view to these workers; in other words, deliver the view of the city they would have every day of their work life if they worked in the 4 World Trade Center. Accordingly, a delivery crew was assembled, a 8′ x 12′ panel resembling a window from the 4 World Trade Center building was constructed, a delivery truck was secured. And for four hours in key locations in the targeted locations of Manhattan the delivery crew “delivered” the 4 World Trade Center view to these districts of Manhattan. Note: This work was conducted during my engagement with Core Twelve.