Degree turns New York’s hottest subway stations into a branded experience

Degree has launched a hyperlocal Out-of-Home campaign across the New York City subway network, reimagining some of the city’s hottest underground stations with humorous station takeovers inspired by commuters’ own experiences. 

 Created in partnership with the Metropolitan Transportation Authority (MTA), the campaign temporarily renames well-known stations based on their sweltering conditions. West 4th Street becomes “Sweat Central,” Union Square is transformed into “Boiler Room,” while Herald Square South is rebranded as “Molten Core.” Each installation features custom subway-style signage designed to seamlessly blend into the station environment, making the campaign feel like a natural extension of the daily commute. 

The activation goes beyond station naming. Turnstiles, walls and pillars across the stations have been wrapped with Degree branding carrying messages such as “The Official Deodorant of the Hottest Commutes,” alongside product-focused creatives highlighting the brand’s Advanced Protection range. By adopting the visual language of the New York subway, the campaign integrates the brand into one of the city’s most recognisable public spaces. 

The idea was born from conversations Degree observed on platforms such as Reddit, where commuters frequently joke about the unbearable heat inside the subway system during summer. Rather than creating a fictional campaign insight, the brand translated these real commuter sentiments into contextual outdoor executions that resonate with everyday travellers. 

Launching during one of New York’s hottest summers in recent years, the campaign capitalises on a highly relevant moment for the deodorant category. With underground station temperatures often crossing 100°F (38°C), the activation places the brand directly where consumers experience the problem it aims to solve.