NEW YORK CITY TAXI & LIMOUSINE COMMISSION

T&LC Commissioner David Yaskey approached the Cooke Wax Partnership to help announce a smartphone app that would call New Yorkers a cab anywhere anytime. In a city where hailing a cab has practically risen to an art form, we made a video that celebrated some of colorful ways in which cabs are hailed, To the Shoppers Hail, the Two-fingered Whistle Hail and the Master of the Universe Hail, we added the Smartphone Hail. The video ran in the backseats of cabs all over the city, successfully launching this new app.