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.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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