Category: Retail Services
Media: Digital
Category: Pharmaceutical
Brand: Macy's
Agency: BBDO
Geo: United States
Advertising Agency: BBDO, New York, USA
Worldwide Chief Creative Officer: David Lubars
Chief Creative Officer New York: Greg Hahn
EVP, Executive Creative Directors: Danilo Boer, Marcos Kotlhar
Associate Creative Director: Gabrielle Attia
Art Director: Sho Matsuzaki
Junior Art Director: Brian Kim
Senior Project Manager: Noreen Masih
EVP, Director of Integrated Production: David Rolfe
Senior Producer: Andrew Osborne
Junior Producer: Danielle Lukacs
VP, Production Services Director: Jessica Nugent
SVP, Business Affairs Director: Bernadette Naughten
Senior Business Affairs Manager: Heather Weissman
Influencer Manager: Lucy Bennett
SVP, Group Planning Director: Yin Chung
VP, Planning Director: Liz Simons
EVP, Senior Director: Corey Cirillo
Account Director: Justin Perrelli
Account Executive: Clare Driggs
Production: BBDO Studios
Studio Lead: Michael Gentile
Studio Producer: AJ Rowe
Line Producer: Brendan McHugh
Directors of Photography: Alyssa Faden / Glam Ice Pops, Andrew Ellmaker / Remarkable Shot
Editorial: BBDO Studios
Studio Producer: Luke Butler
Editor: Alex Lubars
Published: July 2018
Synopsis:
Just in time for Summer, Macy’s has rolled out two new activations across its social media channels, enabling the brand to engage with their consumers in unique and unexpected ways. One activation, The Remarkable Shot, turned Macy’s Instagram followers into the photographers on Macy’s latest shoot. The brand filmed models on set posing for the camera and posted the videos on Instagram Stories. Viewers replaced the photographer by using the screen capture tool on their phone to take the most remarkable shot. The winning shots were featured as a social campaign as well as on Macys.com, along with the handles of the “fashion photographers” who captured them. The second activation centered around the heat of the summer, and asked a specialist to create four Glam Ice Pops that were shaped like real dresses available at Macy’s. The Pops were then live-streamed melting from the Herald Square flagship rooftop, while viewers were asked challenging questions to win a prize. Macy’s placed the answer on the stick of the Glam Ice Pops, so viewers could get the answer if they watched the pops melt entirely. The four followers who answered first left the game with a new summer dress from Macy’s.