To help in the fight against cancer, MasterCard pledged to make a donation to SU2C, each time a person used their MasterCard while dining out. To help spread the word, we built the Priceless Table, a full-fledged restaurant attached to a billboard in Times Square.

Partnering with celebrity chef Marcus Samuelsson, the Priceless Table served up over 350, five-course meals over ten days. During the project, traction helped to coordinate the efforts of multiple agencies, working on several aspects of the build and aesthetic specifications for the deck and food truck, as well as on the ground efforts during the event, assisting in running several of the day-to-day operations.