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J. Walter Thompson New York Case Studies

TitleYes, Virginia The Musical
Agency
Campaign Yes, Virginia
Advertiser Macy's, Inc.
Brand Macy*s
Business Sector Department Stores, Supermarkets
LanguageEnglish
Story

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. 

Media Type Case Study
Length
Executive Creative Director
Creative Director
Art Director
Chief Creative Officer
Copywriter
Producer
Project Manager
Account Director
Business Director
Other

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