Kmart wanted to announce the return of Bluelight Specials in a place that’s hard to ignore: Times Square. We created a billboard built around the thrill of finding the next great deal.

The idea extended to an Instagram activation: follow @FindTheBlueLight, search a grid of flashing blue sirens for the winning special, then head to Kmart to claim it. A little scavenger hunt, a lot of blue light—and my first Times Square billboard.