The Believe Campaign will come to life online as well with a microsite - www.macys.com/believe - which will tell the story of Virginia O'Hanlon, feature an electronic Believe Meter, offer a downloadable letter kit complete with official Santa letterhead, and allow customers to design their own "Claus" with the "Be Claus" application.
"Be Claus" personalization allows customers to upload a photo and design themselves as Santa Claus. The final artwork can be used as an e-card, posted to a Facebook or MySpace page or sent to a mobile phone.
JWT New York was the agency responsible for the creative development in collaboration with Macy's Corporate Marketing. The Vox Collective was the agency partner for the Spanish-language advertising. Mediaedge:cia developed and implemented the media campaign in collaboration with Macy's Corporate Marketing.
The Make-A-Wish Foundation grants the wishes of children with life-threatening medical conditions to enrich the human experience with hope, strength and joy. Founded in 1980 when a group of caring volunteers helped a young boy fulfill his dream of becoming a police officer, the Foundation is now the largest wish-granting charity in the world, with 66 chapters in the United States and its territories.
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