Goldman Sachs Takes Over Screens in NYC Shopping Area and Its Own Instagram Account

Forsman & Bodenfors New York created a holiday ad campaign for Goldman Sachs, but the financial services giant isn’t the beneficiary of the creative.

The goal of the campaign is to drive traffic to the #MakeSmallBig Holiday Market, a virtual holiday market featuring graduates of Goldman Sachs’ 10,000 Small Businesses and 10,000 Women initiatives.

#MakeSmallBig Holiday Market features over 60 small businesses providing gifting options such as jewelry, skin care, sustainable apparel and sweet treats.

Goldman Sachs took over 22 screens in shopping area Brookfield Place, located in Manhattan’s financial district, turning them into QR-code-equipped virtual storefronts.

And the company’s Instagram account was also taken over and turned into a virtual shoppable Main Street for the holiday season.

Forsman & Bodenfors New York/Goldman Sachs/Instagram

A complete list of merchants that were included in the #MakeSmallBig Holiday Market is available here.

Forsman & Bodenfors associate creative director Rob Hirst-Hermans said in a statement, “The #MakeSmallBig Holiday Market underscores Goldman Sachs’ commitment to and belief in the power of small businesses, especially during the global pandemic that has had an adverse economic impact on many of these businesses. As seen in Goldman Sachs’ recent Sinking Lifeboats survey, 59% of small business owners said that revenue has been negatively impacted by rising Covid-19 infection rates this fall. We’re proud to create a campaign that helps these businesses at the close of an incredibly challenging year.”