Mall Of America® in Bloomington, MN
IAMS “Billboard Crush” Experiential Activation
City Eventions
Turning a powerful statistic into a physical spectacle that educates, engages, and commands attention in a high-traffic public space.
Overview
When IAMS set out to create a moment that would stop shoppers in their tracks at the Mall of America, the goal was to transform a critical pet-health message into a bold, unmissable physical experience. Centered on the insight that 60% of cats are overweight, the concept dramatized the issue through a larger-than-life visual: a cat food billboard appearing to crash down onto a car.
City Eventions partnered with us to translate this striking concept into a safe, structurally sound, and visually convincing installation. From custom fabrication and scenic elements to on-site installation and branded ambassador outfitting, every detail was engineered to balance spectacle with safety in one of the busiest retail environments in the country.
The Ask
We were engaged to bring the “billboard-crushing-a-car” concept to life with precision, realism, and structural integrity. The installation needed to convincingly simulate impact while meeting strict safety standards for a public mall environment.
Key priorities included fabricating a custom angled billboard structure, engineering concealed connections between the vehicle and support base, and producing scenic rubble to enhance realism. The footprint required full perimeter stanchions for crowd control, and all elements needed to be durable, stable, and camera-ready for a high-visibility activation.
In addition to the physical build, the activation required branded elements including signage, environmental graphics, and ambassador apparel to ensure a cohesive and professional on-site presence.
The Work
We engineered and executed a controlled crush of a mid-size Subaru to simulate the dramatic impact of a falling billboard. The vehicle was structurally modified and integrated with concealed support connections, ensuring both visual authenticity and public safety.
Our team fabricated a custom 93” x 174” angled billboard prop using welded aluminum mounted to a steel base with diagonal bracing for stability. The billboard face was wrapped in vinyl graphics, while the reverse side was fully finished to maintain realism from all viewing angles.
To enhance the illusion, scenic rubble was fabricated using foam and wood elements, then painted and distressed to replicate debris from the simulated crash. Museum-style stanchions enclosed the activation footprint.
Beyond the installation itself, we outfitted IAMS brand ambassadors in custom apparel and produced supporting signage, including wooden A-frame sandwich boards, filming notices, and custom Minnesota license plates. Together, these elements created a cohesive, high-impact environment that transformed a health statistic into an unforgettable public moment.
The result was a visually arresting activation that drew attention, sparked conversation, and demonstrated how bold ideas gain even greater impact when executed with expert fabrication and experiential precision.
Deliverables
- Vinyl-wrapped billboard face with fully finished backside
- Concealed structural connections between vehicle frame and billboard support for safety and realism
- Scenic rubble fabrication using foam and wood, painted and distressed
- Museum-style stanchions enclosing full activation footprint
- Branded IAMS ambassador apparel (tees, beanies, sweatshirts) and table-covers
- Custom Minnesota license plates
- Wooden A-frame sandwich signs with wrapped vinyl graphics
- Engineered controlled crush of mid-size Subaru to simulate billboard impact
- 93” x 174” custom angled billboard prop fabricated from welded aluminum with steel base and diagonal bracing
