Elastic produced this animated film, narrated by Whoppi Goldberg, which tells the story of how, in the rubble of the 9/11 disaster, rescue workers recovered a single Callery pear tree which, though tarnished, 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 a “living reminder of how we rose from the dark. With the power of hope, there’s nothing so bad that we can’t overcome it.”
This film is at the center of a campaign timed to coincide with the 13th anniversary of the 9/11 attacks. Created pro bono by BBDO New York, the campaign aims to help promote awareness and drive visits to the 9/11 Memorial & Museum which is open to the public on the occasion of 9/11 for the first time.
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, Henry Boy, and Sonic Union.
The other key element of this year’s planned 9/11 Memorial & Museum effort is 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 integrates the user’s Twitter accounts and is now live.
Credits
Client The 9/11 Memorial & Museum Agency BBDO New York David Lubars, global chief creative officer; Greg Hahn, chief creative officer, New York; Michael Smith, executive creative director; Rick Williams, Marcel Yunes, creative directors; David Rolfe, director of integrated production; Diane Hill, executive producer; Sasha White, assistant producer; Rani Vaz, music producer. Animation Elastic Jennifer Sofio Hall, exec producer; Andy Hall, animator. Sound Design Henryboy Audio Post Sonic Union David Papa, mixer. Music Frisbie Music Voiceover Whoppi Goldberg
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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