Give NYC The Finger
ŌURA

How do you celebrate aging in a city that never slows down? You give it an authentic NYC salute—the finger.
As part of ŌURA’s global “Give Us the Finger” campaign, we turned a bold brand line into a city-wide spectacle. On June 1st, a fleet of iconic yellow taxis rolled through NYC—each one driven by a real cabbie and carrying proud, finger-flipping New Yorkers aged 55–80. Their message? Aging is not just inevitable—it’s aspirational. We designed Give NYC The Finger as an experiential extension of ŌURA’s brand platform, bringing visibility (and unexpected joy) to the index finger—the ring’s iconic placement. From the West Village to DUMBO, reactions ranged from jaw-drops to high-fives. Equal parts street theatre, social provocation, and brand storytelling, the activation brought human energy to a wearable tech brand—and a little chaos to the Sunday streets.

Chief Creative Officer & Co-founder: Laura Petreculli
Chief Strategy Officer & Co-founder: Graham North
Creative Director: Rob Stone
Creative Director: Patrick Newman
Lead Experience Designer: Sarah Sweeney
Freelance Creative: Sophie Lichtman 
Group Account Director: Noelle Mulholland
Account Director: Lou Lehmuller
Director of Connection Strategy: Drew Forrest
Strategy Director: Maria Ragusa
Photographer: Michael Stone
PR Lead: Colin Brown
Executive Experiential Producer: Shetal Amin

Chief Creative Officer & Co-founder: Laura Petreculli
Chief Strategy Officer & Co-founder: Graham North
Creative Director: Rob Stone
Creative Director: Patrick Newman
Lead Experience Designer: Sarah Sweeney
Freelance Creative: Sophie Lichtman 
Group Account Director: Noelle Mulholland
Account Director: Lou Lehmuller
Director of Connection Strategy: Drew Forrest
Strategy Director: Maria Ragusa
Photographer: Michael Stone
PR Lead: Colin Brown
Executive Experiential Producer: Shetal Amin

sarahsweeney.design@gmail.com

LinkedIn

Instagram