Macy’s takes magic to a whole new level with the launch of this new fall campaign. The effort employs a new iconic television spot, magic in-store elements, and an online destination. JWT New York, The Vox Collective and Mediaedge:cia handled creative and media, respectively.
Titled “Backstage,” the spot will take viewers on a journey through a bustling world where designers and staff prep assortments, add their unique touches to Macy’s most famous events, and of course, deal with unexpected situations that make everyday at Macy’s an extraordinary experience.
Starting with a simple request by a customer for the perfect shoe, the spot follows an associate through the stock room door that leads to the magic behind the star. As he tackles the maze, we encounter Macy’s stable of celebrity designers, including Sean “Diddy” Combs, Tommy Hilfiger, Jennifer Lopez, Rachel Roy, Jessica Simpson, Martha Stewart and Donald Trump, as they avoid or, in one special case, create mayhem while they ready their exclusive products for the Macy’s selling floor. The stars intermingle with the rest of the staff who are busy stocking, rehearsing or fine-tuning elements of traditions including Macy’s Thanksgiving Day Parade, Macy’s 4th of July Fireworks and Macy’s Flower Show.
60 and 30-second versions of the spot will begin to air in general market media on 9/12. A Spanish-language 30-sec spot will also hit the airwaves this fall. “Find Your Magic” will hit other mediums as captured by famed photographer Peggy Sirota in print, in-store and online featuring the Macy’s star and big red bag in new and fresh contexts.
The campaign will extend beyond Macy’s brick and mortar locations to the online universe with a dedicated sitelet at macys.com/findyourmagic. Featuring fall fashion previews, Macy’s Fashion Director hosted by Clinton Kelly, magic videos with style tips and great finds, as well as other fun behind the scenes content – the site is the home base for virtual acts of magic.
Fashion Director Daily Fashion Challenges begin online on 9/10 and run through 10/30, and will invite users to put together the perfect wardrobe for key magical occasions. Visitors will select from Macy’s fall fashion must-have items to put together a unique look. Once submitted, the public will have the opportunity to vote on the best outfit for the day’s challenge. The “magical stylist” whose outfit gets the most votes each day will win that day’s challenge and a $100 Macy’s gift card. Through social networking tools, including direct postings to Facebook and Twitter, participants can invite their friends and family to vote for their outfit.
The magic of Fashion Director will extend to select Macy’s stores nationwide with special in-store events in 23 markets including locations in New York, Chicago, Seattle, Kansas, Atlanta, and New Orleans. At each event the online challenges will come to life as hosts select shoppers to participate in fashion contests to create the best outfit. Participants will style models with various pieces based on a challenge scenario. After a mini runway show, the audience will choose the best look and the winner will receive a $100 Macy’s gift card to create their own magical fall wardrobe.