Macy's - "Remarkable Shot"

BBDO New York

BBDO New York New York, United States

Awards

9366

Brand: Macy's
Country: United States

Advertiser: Macy's, Inc.

Title	Remarkable Shot
Agency	BBDO New York
Campaign	Remarkable Shot
Advertiser	Macy's, Inc.
Brand	Macy's
Date of First Broadcast/Publication	2018
Business Sector	Apparel, Fashion & Footwear
Philosophy	Macy’s created an Instagram brand experience that allowed all of its followers to take part in the unattainable world of fashion by turning their screen grabbing habit into a fashion skill. We organized a shoot with four different sets, a glam team and two models. The only thing missing was a photographer. That’s where the viewers came in. The brand filmed the models posing on set and posted the videos on Instagram stories. The viewers could then use the screen capture tool on their phones to become photographers and take the most remarkable shot. With around 11,500 “photographers,” we took the six winning shots and featured them as a social campaign along with the handles of the ones who captured them. Macy’s engaged everyday people and gave them a permanent place in the most glamorous industry by turning them into fashion photographers for a day.
Media Type	Digital
Agency Planning Director	Yin Chung (Group Planning Director)
Agency Planning Director	Liz Simons
Worldwide Chief Creative Officer	David Lubars
Chief Creative Officer	Greg Hahn
Executive Creative Director	Danilo Boer
Executive Creative Director	Marcos Kotlhar
Associate Creative Director	Gabrielle Attia
Art Director	Sho Matsuzaki
Art Director	Brian Kim
Agency Producer	Andrew Osborne
Agency Producer	Danielle Lukacs
Executive Producer	Michael Gentile
Producer	AJ Rowe
Line Producer	Brendan McHugh
Director of Photography	Andrew Ellmaker
Editing Facility	BBDO Studios, New York
Editor	Alex Lubars
Editorial Producer	Luke Butler
Director of Integrated Production	David Rolfe
Account Team	Corey Cirillo
Account Team	Justin Perrelli
Account Team	Clare Driggs
Influencer Manager	Lucy Bennett