In its 4-year run, the Macy’s celebration of iconic America spotlighted over 50 locations from Washington D.C., Monument Valley and Mt. Rushmore to Charleston, Harlem, Little Havana, Hollywood and The Statue of Liberty. Quintessential icons such as the diner, the farm and Small Town, USA became chapters in the tribute to America’s people, places and things. The fourth and final year of the campaign brought us music icons including Adam Lambert, Kelsea Ballerini, Lady Gaga and Elton John all of whom
were invited to be part of the icon-inspired collections.
The 360° campaign combined traditional and unconventional media for powerful messaging in videos, artist interviews, interactive customer engagement tactics, charity benefits, national magazine, online and experiential in-store events.
DIGITAL & SOCIAL
For the photo shoots, each one a massive undertaking, talent, crew and entire creative teams toured the USA in caravans of location vans. The mobile units doubled as home base for the unforgettable journeys such as the trek from Monument Valley, Utah to Santa Fe, New Mexico – a ride that inspired my own hashtag: #timetogetbackinthevan. A mini playbook, the hashtag documents the behind-the-scenes antics of creativity and teamwork at its best. Follow the hashtag to follow the fun.