Performers defy gravity and cause commotion in unique NYC PR stunt

By on Thursday, April 5, 2012

To promote the launch of its truWALKzero footwear, shoe-wear firm Rockport has been defying gravity in New York City today, in a nice PR stunt suspending people in mid-air to demonstrate just how light weight their new product is.

Picture from Fox News iMag's Amber Milt - @AmberMilt

The expertise of German performance artist Johan Lorbeer has been called upon to enact the stunt, which took place at the Grace Building on 43rd Street and Sixth Avenue this morning as people made their way to work between 8-10am, and will be starting up again between 5-7pm EDT (meaning, at the time of writing from here in the UK, another perform

ance will be starting very soon).

Watch the stunt from this morning below:

The performers were happy to talk to the assembled crowds, with this man below (video tweeted by Rockport) informing them that inside his shoes were two metal plates, that led up his legs under his suit and through the arm that is seemingly innocently just touching the branded box, allowing him to stand weightless for hours at a time.

The stunt is certainly attracting a lot of interest, both online and in person, by the seem of things. If you're in the area, head on down and tweet us some images and videos @PRexamples!

Agency: M&C Saatchi New York is behind the stunt, according to Steve Martin, CEO of M&C Saatchi Sport & Entertainment.


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