Macy's Ambient MACY'S YES VIRGINIA THE MUSICAL by J. Walter Thompson New York

Adsarchive » Ambient » Macy's » MACY'S YES VIRGINIA THE MUSICAL

MACY'S YES VIRGINIA THE MUSICAL

Pin to Collection
Add a note
Industry Apparel & Accessories Stores, Department Stores & Shopping Malls
Media Ambient
Market United States
Agency J. Walter Thompson New York
Executive Creative Director Ryan Kutscher, Matt Macdonald
Creative Director Shayne Millington, Craig Love
Art Director Ben Chiang, Raihana Halim
Copywriter Justine Cotter
Producer Robin Feldman, Margaret Mclaughlin
Account Supervisor Angela Brown, Claire Capeci
Released June 2013

Awards

Cannes Lions 2013
Outdoor Lions Ambient; Stunts & Live Advertising Bronze

Credits & Description

Type of entry: Ambient
Category: Stunts & Live Advertising
Advertiser: MACY'S
Product/Service: DEPARTMENT STORE
Agency: JWT NEW YORK, USA
Chief Creative Officer: Jeff Benjamin
Executive Creative Director: Matt Macdonald/Ryan Kutscher
Creative Director: Craig Love/Shayne Millington
Copywriter: Justine Cotter
Art Director: Raihana Halim/Ben Chiang
Account Supervisor: Claire Capeci/Angela Brown
Advertiser's Supervisor: Claire Capeci
Producer: Robin Feldman/Margaret Mclaughlin
Planner: Lindsey Allen
Other Credits: Macy's Marketing/Macy's Media/Macy's Media Relations/Macys.com
Description of Ambient execution
Macy’s is America’s biggest department store chain, famous for huge holiday spectacles. But with 798 stores, they struggle to connect with families in local markets. So this Christmas, we kicked off a new holiday tradition that would support drama programs in schools across the country. For the 2012 holiday season, we created a new tradition for school stages across the country. “Yes, Virginia: The Musical”, a brand-new show based on Macy’s beloved animated Christmas special. No rights. No royalties. Any school in America could put on the show—free. In the end, more than 1300 schools all across the U.S. staged the new musical.