mcgarrybowen imagines New York City without Central Park in two new spots celebrating the 35th anniversary of the Central Park Conservancy.
Each of the 30-second spots, which were created pro-bono, focus on a different aspect of city-dwellers lives which would very different without the park. In “Birdwatch” (above), the more successful of the two, a group of birdwatchers camps out in an abandoned parking lot, hoping to catch a glimpse of local birdlife. At one point they think they catch a glimpse of a colorful species, but it turns out to be just a tennis ball, which one of the birdwatchers records in a notebook. The spot ends with the message “Birdwatching isn’t the same without Central Park. And Central Park’s not the same without Central Park Conservancy” before calling on viewers to donate with the “Powered by You” tagline. “Proposal” suffers from a less logical premise, imagining a man proposing in a dirty bathroom because Central Park is not an option.
Both spots debuted on August 25, at the Central Park Conservancy Film Festival. Supporting the effort are a series of outdoor methods, which also communicate the “Powered by You” message, while reminding passers-by of the organization’s anniversary. The ads function as part of a larger effort by the organization to engage a younger audience and draw support for the Central Park Conservancy members who keep the park running.
Credits:
Agency: McGarryBowen New York
Client: Central Park Conservancy
Managing Director: John O’Brien
Account Supervisor: Jon Wilhelmsen
Assistant Account Executive: Katie Coe
Chief Creative Officer: Mark Koelfgen
Group Creative Director: Craig Cimmino
Creative Director, Copy: Malaika Danovitz
Associate Creative Director, Art: Jody Zorn
Associate Creative Director, Copy: Jessica Zalaznick
Associate Creative Director, Art: Jessica Terlizzi
Senior Art Director: Erik Jansen
Senior Producer: Dan Fried
Producer: Xiaomi Qu
Managing Director, Global Music Production: Jerry Krenach
Assistant Music Producer: Stephen Stallings
Production/Editorial Company: Click3X
Executive Producer: Megan Kelly
Line Producer: Trevor Herrick
Post Producer: Hayley
Director: Daniel Powell
Editor: Jason Yantz
Colorist: Vlad Kucherov
Audio Production Company: Sonic Union