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 stepped into Macy's during the holiday season, or any bustling holiday spot over the past 15 years, this iconic campaign is hard to miss.
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Back in 2008, when the U.S. grappled with its worst economic downturn since the Great Depression, hope was needed more than ever. Macy's, the world's largest department store, faced the challenge head-on. That holiday season, we set out to spark belief, birthing an enduring American symbol and campaign that continues to ignite inspiration across generations. Macy's BELIEVE.
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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.
