Massive Eggs Land at Rockefeller Center Just in Time for Easter

Saatchi Created Interactive App for City's Largest Egg-Hunt

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Photo credit: Zander Taketomo

New York City's Rockefeller Center today was adorned with a slew of gigantic eggs designed by some of the world's most renowned artists and designers, including Jeff Koons, Diane von Furstenberg, Curtis Kulig, Nathan Sawaya and Zaha Hadid, among others.

The showcase was an end to a massive city-wide egg hunt that started on April 1 via an app that used Apple's iBeacon technology. Created by Saatchi & Saatchi, New York, along with the help of Resolute D and Nomi, the free app allowed participants to track "hidden" eggs throughout the five boroughs with an interactive map and a real-time clue-containing feed.

The eggs were stunning sculptures standing close to 2.5 feet high. All 267 of them have been displayed in plain sight throughout the city since the hunt's launch, but many blended in with the unique environments in which they were placed. Since the hunt's launch, according to the agency, the app has been downloaded 27,000 times and it generated 22,000 registered users, who "collected" 370,000 eggs.

While new to New York City, the egg-hunt is a popular event that made its debut in London in 2012 in order to raise money for conservation organization, Elephant Family. This year, the egg sculptures will be auctioned off at Sotheby's on April 22 and online via Paddle8 to benefit Elephant Family and School in Studio, a community-based organization that aims to bring visual arts into the classroom.

Currently, Jeff Koons' Egg leads the pack with a whopping bid of $350,000.

"Art is part of the Saatchi and Saatchi DNA, and this was a way for us to take a very traditional children's game and bring a digital element to it," said Kedma Brown, VP-director of integrated production at Saatchi, New York. "It's about marrying the art that we're so entrenched in with digital, which is essentially the future, and figuring it out in an innovative way to do something new."

Marsha Meredith, executive creative director at Saatchi X, and her team also designed some of the eggs and said that they're looking forward to continue using the beacon technology for its clients. "It's definitely a part of Saatchi and we would love to bring it in the retail space more," said Ms. Meredith.

The exhibit will remain on display at Rockefeller Center until April 22.

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