MACY'S HOLIDAY
"BELIEVE"
In the dark days of the Great Recession, we brought the light of the season to millions of Americans.
ROLE:
ART DIRECTOR |
DESIGNER
If you've been to Macy's during the holidays, or just anywhere during the holidays, in the past 15 years, you've seen this iconic campaign.
It all started in 2008 when the U.S. suffered from its worst economic crisis since the great depression. The outlook was scary for all of us, especially for the world's largest department store. This holiday season, in particular, we needed to give everyone a reason to Believe and managed to create an iconic American symbol and campaign that has inspired generations.
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Cannes Gold, Bronze, 2X Shortlist, ++
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Over $15 million donated to Make-a-Wish and counting
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An iconic parade
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30-minute animated Christmas special on CBS
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Countless earned media impressions
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Millions of letters to Santa
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Still running today (15yrs later)
LAUNCH CAMPAIGN (ICONIC LOGO DESIGN)
LAUNCH TV
LAUNCH PRINT
FULL-SPREADS IN NATIONAL NEWSPAPERS
BELIEVE IS EVERYWHERE
MAILBOXES & WRITING STATIONS WITH BELIEVE METERS IN ALL 800 STORES.
EACH LETTER SENT TO SANTA = $1 TO MAKE-A-WISH FOUNDATION.
ICONIC STOREFRONT BRANDING. MACY'S THANKSGIVING DAY PARADE TAKEOVER WITH OUR OWN "YES, VIRGINIA" & BELIEVE BALLOONS
POS PACKAGING HELPED CONSUMERS BRING OUR MESSAGE HOME
THE BELIEVE WEBSITE INVITED FANS TO CREATE AND SEND LETTERS TO SANTA, AND TURN THEMSELVES INTO SANTA TO SEND SHARABLE HOLIDAY MESSAGES WITH FRIENDS.
