This spring, Macy’s is celebrating beauty in all its forms, expanding and redefining the word through a new iteration of their “Find the Remarkable You” campaign.
Created by BBDO New York, the latest effort makes a powerful statement around the word “beautiful” by flipping it on its head, changing the term to fit a wide range of women. In a :60 TV spot, Macy’s features a diverse array of every kind of beautiful over a poem that redefines the word and encourages viewers to find their truest selves. The film ends with the line, “Find the Remarkable You.”
Daniel Wolfe of Somesuch directed the spot which runs on TV and online.
Credits
Client Macy’s Agency BBDO New York David Lubars, worldwide chief creative officer; Greg Hahn, chief creative officer, NY; Danilo Boer, Marcos Kitlhar, EVPs/executive creative directors; Kat Kvas, associate creative director; Sho Matsuzaki, art director; Dan Blaney, VP group executive producer; Corie Rosenblatt, associate producer. Production Somesuch Daniel Wolfe, director; Nicky Barnes, exec producer; Saul Germaine, line producer; Chayse Irvin, DP. Editorial Cosmo Street Tom Lindsay, editor; Maura Woodward, exec producer; Paolo Solarte, sr. producer; Alex Morales, Josh Berger, assistant editors. VFX Blacksmith Iwan Zwarts, Jamie Scott, 2D Flame leads; Charlotte Arnold, exec producer; Bindy St. Leger, VFX producer; Jacob Slutsky, compositor. Music Barking Owl Kelly Bayett, creative director/partner; Hannah Alter, producer. “One World” composed and published by Barking Owl; Justin Bayett, managing director. Audio Post Heard City Keith Reynaud, mixer.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
