By Robert Goldrich

BBDO New York was SHOOT’s Agency of the Year for many reasons and on the basis of work that resonated on different levels in 2014. Much of this is chronicled in last month’s feature story titled “Lessons From Boyhood; BBDO NY Comes of Age.”

But with so much work to choose from, there were several notable pieces we didn’t get to in our official coverage. One in particular struck a responsive chord for many—an animated film produced by Elastic, narrated by Whoppi Goldberg, and which served as an emotionally moving promo for The 9/11 Memorial & Museum.

Titled “Survivor Tree,” the short tells how, in the rubble of the 9/11 disaster, rescue workers recovered a single Callery pear tree which, though blackened and covered with ashes, was eventually revitalized and is now a healthy tree that is actually on display on the grounds outside the museum.  It is both a symbol of that tragic day as well as, said Goldberg in rhyme, “a living reminder of how we rose from the dark.

With the power of hope, there’s just one way to sum it—there’s nothing so bad that we can’t overcome it.”

This film was at the center of a campaign timed to coincide with the 13th anniversary of the 9/11 attacks.

The initiative aims to help promote awareness and drive visitors to the 9/11 Memorial & Museum. The campaign was developed pro-bono by BBDO New York along with the generous contributions from a number of other volunteer partners including Elastic, Frisbie Music, Henryboy, and Sonic Union.

The other key element of this year’s planned 9/11 Memorial & Museum effort was a new donation website that invites visitors to “Donate-a-Tweet” by tweeting out messages of remembrance and donating 25 cents per character tweeted. The site integrated users’ Twitter accounts. Folks can discover more inspiring stories and plan a visit to the Memorial & Museum at 911memorial.org.

Among the BBDO team members behind “Survivor Tree” were global chief creative officer David Lubars, NY CCO Greg Hahn, exec creative director Michael Smith, creative directors Rich Williams and Marcel Yunes, director of integrated production David Rolfe and EP Diane Hill. Animator for Elastic was Andy Hall.

As we start a new year full of resolutions and aspirations, “Survivor Tree” imparts a message of remembrance, hope, and resilience in the face of adversity.

MySHOOT Profiles