By writer to www.adweek.com
For greater than a decade, “Empire State of Thoughts” by Alicia Keys and Jay-Z has been a globally acknowledged celebration of New York Metropolis’s grit, glamour and hard-earned alternatives.
Not too long ago, the 2009 tune has taken on a brand new function that displays the town’s delight in its resilience.
When sufferers are discharged from Montefiore Well being System hospitals after recovering from Covid-19, the hospital workers performs “Empire State of Thoughts” in celebration. That impressed Montefiore and the lately based company Alto to function the tune, reportedly by no means earlier than utilized in promoting, because the soundtrack to a brand new advert celebrating front-line medical employees.
The spot, “Canyon of Heroes: A Tribute to Our Courageous Healthcare Heroes,” is the primary work from Alto, based by Hannes Ciatti. Ciatti’s former agency, JohnXHannes, gained the Cannes Lions Well being Grand Prix in 2018 for its 43-minute Montefiore-branded movie, “Corazon,” about organ donation.
The brand new advert revives the title “Canyon of Heroes,” historically referring to the part of decrease Broadway within the Monetary District the place ticker-tape parades have historically been held, together with celebrating the tip of World Struggle II. It’s set to Keys’ piano model of “Empire State of Thoughts.”
“That is an indelible second in time for all of us, and for Alto as a brand new artistic firm this marketing campaign will probably be a part of what we always remember about it,” stated Ciatti, founder and chief artistic officer of Alto. “It’s our first marketing campaign as an company, however extra importantly it’s one small manner of paying tribute to the heroes who’re saving lives every single day.”
The spot originated with footage of Montefiore hospital staff triumphantly taking part in “Empire State of Thoughts” to mark the restoration of Covid-19 sufferers. Keys replied to a tweet concerning the new custom, saying she was honored to see her tune used for this celebratory objective.
The footage impressed creatives to look again at New York’s historical past of celebrating its heroes.
“We at all times speak about campaigns pushed from ‘actual’ cultural insights, and it is a excellent instance,” Ciatti stated. “In New York, ticker-tape parades are seminal moments that, in lots of instances, develop into a part of our cultural historical past—from World Struggle II, astronauts to world champions, Broadway will get reworked right into a Canyon of Heroes. Now we’ve new heroes, however we are able to’t come collectively to have fun them, and we wished to do the subsequent neatest thing so we’ve created a robust marketing campaign to provide New York’s healthcare heroes the ticker-tape parade they deserve, regardless of the town nonetheless being on lockdown.”
The marketing campaign additionally options out-of-home work from avenue artist Tristan Eaton, identified for large-scale mural work and a collage method to popular culture imagery. A website built for the campaign permits healthcare employees to place themselves into the imagery as properly.
Truform Media Group
“Like with an actual ticker tape parade, we noticed unbelievable motion from companions throughout the town to make this occur,” Ciatti stated. “From Alicia Keys and Jay-Z allowing the primary business use of ‘Empire,’ to famed artist Tristan Eaton creating our iconic murals, to The New York Occasions and reporter Nicholas Kristof offering footage from a narrative they shot contained in the frontlines at Montefiore-Einstein, New York actually got here collectively. It’s an extraordinary collaboration, and a silver lining.”
— to www.adweek.com