Friend, the emerging artificial intelligence company, invested over $1 million to plaster New York City with an OOH campaign that introduces its AI device and ignites heated debate. The rollout included 1,000+ subway posters and 130 urban assets (billboards, mupis, and more) placed across strategic points of the city.
What did the campaign slogans say?
With a minimalist aesthetic, the posters declared: “[Friend] noun. Someone who listens, responds, and supports you” and “I’ll never miss our dinner plans.” The goal: position Friend as a reliable companion for everyday life.
11,000+ car cards
— Avi (@AviSchiffmann) September 26, 2025
1,000+ platform posters
130 urban panels
West 4th St. domination
100% print. all 5 boroughs https://t.co/GGWH1H9j4W pic.twitter.com/7DA1bAiW4N
What exactly is the device?
Friend is a walnut-sized smart device (launched in 2023) worn around the neck. It can listen, record, and analyze conversations in context and even provide comments or suggestions in text or voice, depending on user settings.
Privacy: the most sensitive issue
The tool has no built-in privacy limits: users themselves must set boundaries and comply with relevant laws (local, national, or regional). This approach has fueled major concerns and criticism on the streets.
Public reaction: graffiti and debate
The posters quickly became canvases for citizen response: “Get real friends,” “surveillance capitalism,” “AI trash,” and “stop profiting from loneliness” were scribbled across ads. The campaign turned public space into an open forum.
introducing friend. not imaginary.
— Avi (@AviSchiffmann) July 30, 2024
order now at https://t.co/7kGiH5pQVK pic.twitter.com/qU58xNvX5v
The role of CEO Avi Schiffmann
Schiffmann not only designed the creatives but also engaged directly with critics on social media. On why NYC was chosen: “people hate AI in New York,” he said, making it the ideal place to shift perceptions.
Who is the target audience?
The campaign is aimed at Gen Alpha and Gen Z, generations already used to rapid tech adoption. For now, the strategy is centered on awareness and exposure, even at the cost of sparking controversy.
Why does this matter in OOH?
Like high-impact OOH, combining strategic placement + provocative messaging creates visibility, frequency, and talkability. Friend’s gamble pushes the boundary between utility and surveillance—turning outdoor media into a cultural thermometer.
FAQs about this campaign
What is Friend?
A walnut-sized smart device (created in 2023) worn around the neck. It listens, records, and analyzes conversations in context, offering suggestions in text or voice.
How much does it cost and where is it made?
It is currently manufactured in Canada and sells for $129 USD.
Why did the NYC campaign spark controversy?
Because of the provocative slogans and privacy implications—graffiti and criticism labeled it ‘surveillance capitalism’ and ‘profiting from loneliness’.
Who sets the privacy boundaries?
The user must establish their own limits and comply with local, national, and regional regulations—Friend does not enforce built-in restrictions.
Bring your idea to breakfast-time OOH
Explore formats that meet audiences in morning routines and commuter corridors.
