Business & Marketing
The Banner Trend Everyone Is Talking About: Here's Where It Started
The internet can't stop talking about the giant banner trend, but few people know where it started. Discover the true story behind the Empire State Building stunt and why brands and churches are creatively adapting it for their own campaigns.
If you've been scrolling through Instagram lately, you've probably seen it.
Brands, churches, and creators are recreating the now-famous image of two people hanging a giant banner from the top of a skyscraper. From product launches to church announcements, the trend has taken over social media.
But this trend didn't start as a marketing campaign.
The Story Behind It
In July 2026, professional urban climbers Angela Nikolau and Ivan Beerkus pulled off one of the boldest stunts the internet has ever seen.
The couple reportedly entered the Empire State Building as regular visitors, hid inside overnight, and, before sunrise, climbed the building's 1,454-foot spire. At the very top, they unfurled a giant banner before Ivan proposed to Angela.
Their breathtaking photos and videos spread across social media within hours.
Some people admired the courage behind the climb.
Others criticized it as dangerous and irresponsible.
Eventually, both climbers were arrested and charged with felony offenses.
Why Everyone Is Recreating It
Whether you agree with the stunt or not, one thing is certain; it captured attention.
Designers and marketers quickly recognized the visual power of the moment. The image of a massive banner hanging high above a city became a creative canvas for announcements, product launches, campaigns, and event promotions.
Today, brands like AEDC, Cold Stone Creamery Nigeria, and several churches have creatively adapted the concept, replacing the original banner with messages that fit their own campaigns.
The Design Lesson
This trend reminds us that great design isn't just about making something beautiful—it's about making people stop.
The best designs tell a story, spark curiosity, and create conversation.
As designers, we don't have to copy every trend. But we should always study why a trend works. That's where the real creative value lies.
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