Macy*s - "Yes, Virginia The Musical"

J. Walter Thompson New York

J. Walter Thompson New York New York, United States

9695

Title	Yes, Virginia The Musical
Agency	J. Walter Thompson New York
Campaign	Yes, Virginia - Macy's
Advertiser	Macy's, Inc.
Brand	Macy*s
Posted	June 2013
Business Sector	Department Stores, Supermarkets
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	132 seconds
Chief Creative Officer	Jeff Benjamin
Executive Creative Director	Matt MacDonald
Creative Director	Craig Love/Shayne Millington
Copywriter	Justine Cotter
Art Director	Raihna Halim/Ben Chiang
Business Director	Claire Capeci
Account Director	Angela Rebong Brown
Producer	Robin Feldman/Margaret Mclaughlin
Project Manager	Lindsey Allen
Other	Macy's Marketing/Macy's Media/Macy's Media Relations/Macy's.com