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Macy*s - "Yes, Virginia The Musical" - J. Walter Thompson New York

  • Yes, Virginia The Musical
  • Macy*s
  • Macy's, Inc.
  • J. Walter Thompson New York
  • United States
  • Yes, Virginia
Product CategoryDepartment Stores, Supermarkets
Media TypeCase Study
Length132 Seconds
Awards London International Awards - LIA, 2013 (Bronze) for Live Events - Beyond Advertising
London International Awards - LIA, 2013 (Silver) for Integration
Executive Creative Director Matt MacDonald
Creative Director Craig Love/Shayne Millington
Art Director Raihna Halim/Ben Chiang
Chief Creative Officer Jeff Benjamin
Copywriter Justine Cotter
Producer Robin Feldman/Margaret Mclaughlin
Project Manager Lindsey Allen
Account Director Angela Rebong Brown
Business Director Claire Capeci
Other Macy's Marketing/Macy's Media/Macy's Media Relations/Macy's.com


Macy’s is America’s biggest department store chain, famous for huge holiday spectacles. But with 798 stores, they struggle to connect with families in local markets. So this Christmas, we kicked off a new holiday tradition that would support drama programs in schools across the country. For the 2012 holiday season, we created a new tradition for school stages across the country. “Yes, Virginia: The Musical”, a brand-new show based on Macy’s beloved animated Christmas special. No rights. No royalties. Any school in America could put on the show—free. In the end, more than 1300 schools all across the U.S. staged the new musical.