Justine Cotter
Writer/cd
To help teachers put on the musical, we created an online toolkit complete with the full musical score, costume advice, and tutorial videos from some of Macy's stars in residence. And because theater programs need our help, we gave the first 100 eligible schools $1000 to put on a great show.
Scroll down or visit the website here.
The mobile toolkit let kids practice their lines anywhere.
(Click to scroll)
Schools could even create personalized posters to promote the shows in their local communities:
Awards:
Cannes Lion 2013, Gold, Branded Content and Entertainment (Best Integration of Experiential Events)
Cannes Lion 2013, Silver, Branded Content and Entertainment (Best Integration of User Generated Content)
Cannes Lion 2013, Bronze, Outdoor
92nd ADC, Silver, Integrated
92nd ADC, Bronze, Online Content
2013 Clio Awards, Gold, Branded Entertainment & Content (Digital)
2013 Clio Awards, Gold, Branded Entertainment & Content (Live Events)
2013 Clio Awards, Gold, Content & Contact
2013 Clio Awards, Silver, Integrated Campaign
2013 Clio Awards, Bronze, Digital/Mobile (Campaigns)
2013 Clio Awards, Bronze, Engagement (Experiential)
Credits:
CCO, JWT NY: Matt MacDonald
CD: Shayne Millington and Craig Love
CW: Justine Cotter
AD: Raihana Halim