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

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