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27/03/2013 by

Back To The Future: New York Recalling 1993

For the New Museum in New York agency Droga5 invented Recalling 1993, with a clever way to go back to the future.

Back To The Future: New York Recalling 1993- Droga5 for the New Museum, read it at

1993 was the year in which the city of New York experienced radical changes.

To step back twenty years into New York City’s past, Droga5 hijacked 5.000 phone booths in New York, in a campaign titled: Recalling 1993.

People in NYC could grab a pay phone at any block and call 1-855-FOR-1993 to hear what was happening on that block in 1993. A clever way to share historic content.

And a great way to earn attention for the city of New York as well as the New Museum.

The campaign clearly shows why Droga5 has won so many awards, including Cyber Lions in Cannes.

See the video here to get the creative idea:

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Visit for more information.

My Opinion?

I do wonder if the creative team was inspired by the 2002 movie Phone Booth, in which Stuart Shepard (Collin Farrell) finds himself trapped in a phone booth, pinned down by an extortionist’s sniper rifle.

Maybe the Droga5 team can provide the answer to our readers in the comments below?

For the campaign, clever and nice way to embrace the old skool pay phones.

Honestly, I did not know that the big apple and city of dreams still has so many pay phones.

I should pay better attention next time, but am mostly more focused at my smartphone.

What About You?
How do you rate the campaign? I’d love to read your opinion in the comments below.

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About the Author
Igor Beuker was CMO at 3 listed companies, chairmain at the IAB, jury member at Webby, AMMA and Esprix awards, founder of 2 agencies (both sold to WPP) and global chief social officer at Mindshare. Now he is ‘freejack’ consultant and still a sought after keynote speaker.


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