Fellow New Yorkers and others around the world know that the 9/11 Memorial Museum finally opened in May after years of debate and ugly political infighting.
While the establishment is not free from controversy today, it has already become something of a city institution. Today sees the debut of the memorial’s first promotional campaign, created pro-bono by BBDO New York in collaboration with animation house Elastic.
The two-minute spot, narrated by Whoopi Goldberg:
Keep in mind that this is a true story: The Survivor Tree does exist, and it was indeed rescued by those on the scene. The poem, though, comes from BBDO creative directors Rick Williams and Marcel Yunes.
The campaign includes a social media fundraising component as well.