Animated Tale ‘Little Spirit’ Builds on Retailer’s Links to Holiday
by Marissa Miley
Published: December 03, 2008
NEW YORK (AdAge.com) — Macy’s is no stranger to TV, what with fireworks displays and parades down Broadway. But the retail giant is coming to the small screen this holiday with a new 3D animated movie that was put together in collaboration with its agency of record, Mediaedge:cia.
In ‘Little Spirit,’ an animated creature shows a boy how warm and helpful New York can be.
The WPP Group agency was looking for a “monumental entertainment experience” that would build upon the brand’s association with the Christmas holiday, similar to Macy’s Thanksgiving Day Parade and July Fourth fireworks display, both of which are nationally televised.
So Mediaedge teamed with New York animation studio Curious Pictures to create a family film, “Little Spirit: Christmas in New York,” for the department store that will premiere on NBC Dec. 10.
Nostalgic for the ’60s
Chet Fenster, managing partner of MEC Entertainment, said Macy’s and his team were particularly inspired by 1960s holiday movies such as “A Charlie Brown Christmas,” “Frosty the Snowman” and “Rudolph, the Red-Nosed Reindeer.”
“We love[d] not only the warmth, but the magic that those Christmas specials garnered for the family coming together,” Mr. Fenster said. “We thought, let’s try and create the next one.”
Mediaedge went to Curious Pictures with the idea for branded entertainment. The animation studio also had a great story, based on the personal experience of the movie’s writer-director, Leopoldo Gout. When Mr. Gout first moved his family to New York City, his son lost (and then found) his beloved pet dog.
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