The Drum Awards for Marketing - Extended Deadline

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Client: Macy's
Date: Apr 2018
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Macy’s Beauty is helping customers look and feel their best in their own skin and adopt the hottest trends with a new series of online videos titled ‘Deeper Beauty.’

The campaign aims to encourage women everywhere to ‘find your beautiful, inside and out’ and celebrates every varied expression of beauty through stories and videos that tell the honest experiences of different women today.

The new online campaign, produced by Macy’s agency BBDO New York, showcases how inner and outer beauty can align to create a feeling of empowerment and confidence. A release states that the campaign is “driven by Macy’s belief in the embrace of all types of beauty,” and it “reminds women that true beauty is more than skin deep – it is about overcoming judgment, accepting oneself, and being inclusive of all expressions and routines, no matter how minimal or bold.

Led with a 60-second video featuring an original poem written by Pavana Reddy, the campaign includes a five-part longer-form interview series hosted by writer Heben Nigatu. The video sequence follows the stories and deeper meaning of beauty from the view of five different women, including an acclaimed chef, designer, artist and entrepreneur, software developer, and film director, who all speak candidly on their routines and what role beauty plays in their lives.

Credits

Agency: BBDO New York

Client: Macy’s

Chief Creative Officer, Worldwide: David Lubars

Chief Creative Officer, New York: Greg Hahn

Executive Creative Director: Danilo Boer

Executive Creative Director: Marcos Kotlhar

Associate Creative Director: Kat Kvas

Art Director: Sho Matsuzaki

Senior Designer: Michele Angelo

Senior Project Manager: Noreen Masih

Executive Producer: James Young

Junior Producer: Danielle Lukacs

Music Producer: Julia Millson

Business Affairs Manager: Heather Weissman

Influencer Manager: Lucy Bennett

Production Services Director: Jessica Nugent

Group Planning Director: Yin Chung

Communications Planner: Julie Naidu

Senior Director: Corey Cirillo

Account Manager: Justin Perrelli

Assistant Account Executive: Maddy Bell

Production Company: BBDO Studios

BBDO Studios Lead: Michael Gentile

Director: Eli Born, Lizzy Sanford

Director of Photography: Eli Born

Executive Producer: Traci Carlson

Executive Producer: Richard Peete

Line Producer: William Crouse

Editorial Company: BBDO Studios

Editor: Ed Yonaitis, Ryan Dickie

Assistant Editor: Carlos Perez

BBDO Studios Lead: Michael Gentile

Assistant Editor: Jasmine McCullough

Executive Producer: Traci Carlson

Producer: Tyler Byrne

Color Company: Goldcrest Films

Colorist: Nat Jencks

Color Producers: James Reyes, Jay Tilin

Audio Company: Fall On Your Sword

Mixer: Tommy Stang