On Aug, 19, 2009, the winding curves of San Francisco’s Lombard St. were transformed into the iconic path of Candy LandCoyne PR, on behalf of Hasbro, executed the real-world activation to celebrate the 60th birthday of the beloved game. Following initial rejection from the city and residents, an agreement was made for a one-time-only event that would have to be constructed and dismantled all within just ten hours. In the premiere episode of the new digital series, What’s Behind the Big Idea?, the team at Coyne PR looks back on how one of its favorite activations came to be, and the national buzz and double-digit sales increases that followed.