For decades, State Street was synonymous with institutional investing. As retail participation surged, the brand set out to connect with a broader, more individual audience.
Inspired by the pioneering spirit that launched the first ETF (SPY), Getting There Starts Here debuted with impact. As State Street rang the NASDAQ Closing Bell, the moment was amplified in Times Square with a live Guinness World Record attempt. New York joined in, transforming a single ceremonial ring into a collective milestone, officially verified on-site. The celebration culminated in a surprise performance by Gwen Stefani, replete with confetti canons.
Production included full Times Square site design and spatial planning; coordination with NASDAQ and live broadcast integration; Guinness World Record compliance and adjudication logistics; large-scale sound design and audio engineering; stage design and fabrication; permitting and security; live event production and crowd management; and real-time content capture and amplification across Times Square screens. The activation translated a legacy financial institution into a participatory cultural moment—bridging Wall Street and Main Street at the scale of one of the world’s most iconic stages.
