For New York-based hospital system Montefiore-Einstein, creative agency Alto New York turned out this “Canyon of Heroes” campaign to thank healthcare workers who are on the frontline during the pandemic. Canyon of Heroes–a reference to historic NY’s Broadway–is where ticker tape parades are held to honor heroes of all stripes, commemorating such events as the end of World War II, the winning of sports championships, walking on the moon and other major achievements. While a ticker tape parade isn’t doable during this time of social isolation, Alto decided to extend a Canyon of Heroes celebration across NY with this campaign.
Centerpiece of the campaign is this spot, which also is making a bit of history, being the first ad campaign to use Alicia Keys’/Jay Z’s “Empire State of Mind.” The song carries a deep meaning during the virus crisis as it’s played every time healthcare teams at Montefiore Einstein hospitals discharge a patient. There’s a little parade–like at other hospitals–as patients exit the building, and it’s shared on social media.
Other campaign elements include a digital tool and murals. The latter comes from famed street artist Tristan Eaton whose work live in MoMA and who’s known for his large scale mural work. His murals are going up outside of Montefiore hospitals, down the Canyon and across the city.
The digital tool (nursesareheroes.org) allows healthcare workers to put themselves directly into the campaign via Eaton’s art, through a custom photo feature, and gives their families and friends a chance to honor them across social media with a personal digital ticker tape parade.
CreditsClient Montefiore-Einstein Agency Alto New York Footage/Licensing Radical Media, Catch&Release Editorial/Finishing Exile Editorial Color Company 3 Music We are Walker Audio Post Heard City Digital Buck Animation Gentleman Scholar
Top Spot of the Week: EHRAC, Animation Studio NOMINT Depict Life “In Limbo” As Families Search For Loved Ones
This animated film titled In Limbo depicts the journey of a heroic woman protagonist representing the countless families in the North Caucasus of Eastern Europe (where Chechnya is situated) searching for their forcibly disappeared loved ones. Utilizing theatrical elements, the film highlights the unnatural disruption caused by enforced disappearances and delves into the profound trauma these families endure. It emphasizes their long battles with the domestic authorities as they seek answers. The film also underscores the vital role of community support in helping these families cope and continue their fight for answers, serving as a compelling call to action for justice and human rights.
Through intimate storytelling, In Limbo raises awareness of the ongoing uncertainty that leaves families in a perpetual state of limbo, unable to find closure.
Directed by Afterman--the animation duo consisting of Tsvetelina Zdraveva and Jerred North--and created and produced by London-based animation studio NOMINT, In Limbo was commissioned by the European Human Rights Advocacy Centre (EHRAC).
In a joint statement, Zdraveva and North shared, “Our film takes place on a theater stage, highlighting how such tragedies are far removed from ordinary life,” they continued. “The stage is circular, resembling an artificial, perpetually spinning obstacle course, with a target—the red tail lights—just within sight yet never within reach, symbolizing the family’s never-ending quest for justice.”
“We used a limited primary color palette to contrast the two worlds all families are pulled between. Minimalist compositions of starkly silhouetted characters and environments create the ominous atmosphere of a deeply painful and... Read More