The company set up a “crank of positivity” in Dumbo, Brooklyn, where passers-by were encouraged to think of something or someone they were thankful for and turn the crank. They were rewarded with inspiring messages, which were projected onto the Manhattan Bridge Overpass, such as “Get ready to soar: your heart has no limits”; “The world is better with love—both inner and outer”; “You are stronger than you think”; and more.
The messages were all written by visitors to Lycored’s You Rock! Exhibit at last year’s SupplySide West. For each one received, Lycored made a donation to the New York Common Pantry.
The inspiration for the setup was the synergy between lycopene and astaxanthin, the ingredients in LycoAsta, Lycored’s latest product for skin and immune health.
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Zev Ziegler, Head of Global Brand and Marketing, Health, Lycored, said in the press release: “Valentine’s Day is all about wonderful partnerships, so it was the perfect time to celebrate the synergy between lycopene and astaxanthin. These two carotenoids are perfect partners when it comes to holistic antioxidant skin support, with lycopene setting the stage for the free-radical hunter astaxanthin by activating overall cellular responses. It’s a real love story!”The next project: Lycored is teaming up with Hudson Christie, a Claymation specialist, to make a flipbook illustrating the way lycopene and astaxanthin work together, which will be shared with visitors to the LA Times Festival of Books in May.
UPDATE 2/22/22:Lycored has now published a short film on the crank of positivity,available here.
