TH retrofitted a real life ambulance to promote Fitflop’s health and fitness messaging to New York City consumers, press and media. Attendees lined up to spin the Fitflop prize wheel and enter for their chance to win a pair of Walkstar I or Dass Sandals. Participants also received a Fitflop t-shirt or nail varnish if they walked on an oversized wobble board and correctly answered trivia about the brand. Brand ambassadors engaged with pedestrians and distributed drive-to-retail collateral to passersby. The street activation took place over the course of four consecutive days, popping up on 59th Street and Fifth Avenue, Broadway and Houston, Prince and Mercer in SoHo and the corner of Union Square West and 14th Street.