Publicis New York launched a new effort for Heineken to help restore Miami Marine Stadium.
The stadium opened in 1963 just south of downtown Miami and was known for having some of the best views of the city, as well as hosting water sport events and concerts. Hurricane Andrew knocked the building out of commission in 1992 when it was deemed an unsafe building, but it has remained a draw for local graffiti artists. Now Heineken and Publicis want to help bring Miami Marine Stadium back, in the wake of Miami Mayor Tomás Regalado pledging up to $4 million in a revitalization effort. An Indiegogo effort by the brand and the National Trust for Historic Preservation has thus far raised $100,000, so the groundwork has been laid to make a fully-functioning Miami Marine Stadium a reality.
In a “Restoring Miami Marine Stadium” video, Publicis New York uses stop motion to take a look at the venue’s unique artwork and the efforts made by local graffiti artists to preserve and enhance the work already there, as well as contributing some of their own. It’s a pretty mesmerizing way to call attention to the venue and what makes it unique, hopefully drawing in some viewers to the cause.
“Being able to tell the story visually is key to the success of generating awareness and raising money for the initiative,” Publicis New York CCO Andy Bird told AdFreak.
Production on the spot was no easy task. It included five cameras running for five days, Publicis New York creative director Jeremy Filgate told the publication, adding, “We went through pallets of spray paint, made hundreds of boat wheat-paste stickers and even crashed a drone into the middle of the marina, just to make that epic aerial view possible.”