Macy's: advert-body-3 by BBDO New York
- Location:
With spring almost here, Macy’s is launching a new campaign in celebration of the season’s best fashion and moving women to do more than just dress to look their best. The advertising encourages them to dress to feel inspired, to feel empowered, and find their most remarkable self.
A 90-second TV spot (and accompanying 30-second version), created by Macy’s and new creative agency partner, BBDO New York, tells the story of six different women who are startled when they are faced with another better dressed version of themselves. To drive this story, the film is accompanied by an orchestral score of Blondie’s hit song One Way or Another each of these women chase their alternately styled selves. In doing this, the lyrics of the song are turned into a statement sung by each woman as they engage in their chase. The film ends with a call to action: “Find spring fashion. Find the remarkable you.”
Supporting the television/online film will be a social media effort. An Instagram Live hack will take place on March 14 at 7pm. The livestream is being co-hosted by Cassandra Jones, Macy’s vice president of fashion and digital strategy, and Wendy Nguyen (a fashion blogger) of Wendy’s Lookbook. The program will be streamed live on Instagram and will “hack” the platform’s feature that allows two users to be live together at the same time. During the live stream, various participants will have an opportunity to bring an item that they want help styling. Macy’s Fashion Office and Wendy will help participants complete the perfect look and find their own ‘remarkable you.’
Credits
Agency: BBDO New York
Client: Macy’s
Title: The Chase
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: Cesar Finamori
Associate Creative Director: Roberto Danino
Associate Creative Director: Joao Unzer
Associate Creative Director: Kathryn Kvas
Senior Project Manager: Noreen Masih
Executive Producer: Dan Blaney
Business Affairs Manager: Nancy Espinal
Director of Music: Rani Vaz
Group Planning Director: Lindsey Gonnella
Communications Planner: Julie Naidu
Senior Director: Corey Cirillo
Account Director: Lauren Munilla
Account Manager: Justin Perrelli
Account Executive: Clare Driggs
Assistant Account Executive: Maddy Bell
Production: MJZ
Director: Nicolai Fuglsig
Line Producer: Laurie Boccaccio
Executive Producer: Emma Wilcockson
Director of Photography: Greig Fraser
Assistant Director: Adam Somner
Production Designer: Jahmin Assa
Editorial: Work
Editor: Rich Orrick
Assistant Editor: Theo Mercado
Executive Producer: Erica Thompson
Post Production / VFX: Blacksmith
VFX Supervisor: Daniel Morris
2D Lead: Daniel Morris
2D Artist: Chris Memoli
2D Artist: Youngjae Lee
Rotoscoping: Trace VFX
Executive Producer: Charlotte Arnold
Producer: Alexa Mauro
Music: Sound Tree
Arranged and Produced by: Luis Almau, Peter Raeburn, Luke Fabia
Sound Tree Producer: Jay James
Vocal Coach: Kyra Selman
Final Mix: Sonic Union
Mixer: Steve Rosen
Sound Designer: Brian Emrich
Final Grade: Tom Poole @ Company 3