TH partnered with Austrian Airlines to celebrate their motto, “We Fly For Your Smile,” and help raise funds for Big Brothers Big Sisters of Chicago. Placed in key locations across Chicago, the ‘Smile Wall’ was an interactive wall of magnetic buttons labeled with “smile” written out in 10 languages. As passersby removed buttons from the wall, a hidden message was revealed helping to increase awareness of the airline’s online platform, Austrian.com, and their main hub at the Vienna Airport. As a charitable incentive, the brand promised to donate $1 to Big Brothers Big Sisters for every magnet removed. Lastly, participants were encouraged to upload branded pictures to thesmilewall.com at the integrated photo booth. Each entry automatically entered guests into a sweepstakes for a chance to win free round-trip tickets to Vienna.