To connect with Miami-based brands and those that have recently relocated south, the 6th Borough Agency launched a targeted digital and experiential campaign throughout Miami’s business corridors — where finance, corporate headquarters, and foot traffic collide. The creative uses the Statue of Liberty’s Miamified dating app profile (Leidy Libby) as a metaphor for the agency itself seeking connections: a New York City icon living it up in South Florida. And this isn’t a weekend trip. She’s bought a one-way ticket, legacy in hand, ready for a change of scenery.

 

1,100 miles south of New York City’s five boroughs lies its 6th: Miami. This campaign positions the Magic City not as New York’s rival, but as its natural evolution. By mixing Madison Avenue DNA with Miami momentum, the work speaks to both homegrown brands and the influx of companies that now call the 305 home. 6th Borough’s online campaign’s message is simple, signaling to founders, CMOs, and investors: Madison Avenue’s strategic creative, operating in South Florida… for businesses that have been here all along, and those just unpacking.

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From Metaphor to Medium: To push the idea past metaphor and into execution, the online campaign doesn’t just reference a dating app profile; it is one. Leidy Libby is live on Tinder, Bumble, and Hinge, doing exactly what those apps exist for: making connections. Her bio stays on-brand — New York icon, Miami resident, looking to network. By mixing digital targeting, social content, and tactical trolling, the 6th Borough Agency transformed a classic monument into a modern gal in the city of the future as an active participant in culture. She’s 305 feet tall, so subtlety was never the play.