Made In, Made For NYC is a one-day advertising hackathon presented by OpenCreate, Manhattan Chamber of Commerce and Facebook that brings together local creators to support and empower New York City's most treasured small businesses.
Our goal was to challenge New York City's top creative talent to produce campaigns for the small businesses that make New York, New York. Here's an overview of the program's impact.
Established in 1917, the Drama Book Shop is New York City’s best source for theatrical works. They supply materials pertaining to every aspect of the performing arts including theatre, dance, film and television. Their shop has become an iconic meeting ground and essential service to the performing arts community — professional and aspiring artists alike. In 2011, the Drama Book Shop received a Tony Honor for Excellence in the Theatre, being the only bookshop to be honored by the Tony Awards.
The stories printed in Drama Book Shop pale in comparison to the stories born there. It’s where connections are made, plays are discovered, and roles are won. For the theater community, Drama Book Shop is a second home. It was no surprise, then, that love poured from all over NYC when the shop announced its temporary closing and eventual relocation. The challenge, however, was finding a way to sustain this passion during the shop’s intermission.
We developed a strategy to infuse Drama Book Shop’s online presence with the same energy as it’s physical space. And with video ads, we informed fans of how to follow along for events and updates until the grand re-opening. Further, we created a way for fans to share their favorite DBS memories in the form of play titles via Instagram Stories. This campaign was made for and fueled by the community, and the result was a standing ovation.
Established in NYC’s East Village in 1974, Ray’s Candy Store has been serving up the city’s best fries, shakes, egg creams, deep fried Oreos, beignets, and more for over four decades — 24 hours a day, 7 days a week. A treasured East Village institution, Ray’s Candy Store was voted Best Restaurant in the East Village in the inaugural Time Out Love New York Awards in 2016. At the age of 85, Ray — who still works the night shift daily — remains a beloved fixture on Avenue A and his store continues to stand the test of time with crowds lined up at the counter on any given night. And per the late Anthony Bourdain, Ray makes "a superb egg cream.” Out Love New York Awards in 2016. At the age of 85, Ray — who still works the night shift daily — remains a beloved fixture on Avenue A and his store continues to stand the test of time with crowds lined up at the counter on any given night. And per the late Anthony Bourdain, Ray makes "a superb egg cream.”
Facebook Creative Strategists and external agency creatives came together to put Ray's Candy Store top of mind for customers in the area and help drive business. The audience were unashamedly students and folk that go out drinking in the local bars.
We connected with Ray and were taken by something he said: “This place shouldn't exist!” Despite the kale caring, broccoli infused smoothie drinking lifestyle choices of today's youth, it seems people still desire less healthy options. The campaign idea was born out of this inherent desire to secretly crave naughty food. What’s naughtier than doing something you shouldn’t do? With a little wit and a cheeky wink, it immediately resonates with the youth, students and local barflies alike.
So was born the campaign: #YouShouldntBeHere. We glorified the Candy Store using short film with animated sticker-styled titling exclaiming #YouShouldntBeHere - Ray's Candy Store. We also created a bespoke set of Ray's IG stickers to empower user-generated content.
WIN is the largest provider of shelter and supportive housing for families in New York City. Founded in 1983, WIN began as a shelter for four homeless women and their combined six children. Since then, WIN has widened its focus from shelter and safe housing, to critical services, and ground-breaking programs to help homeless women and their children rebuild their lives and break the cycle of homelessness housing, to critical services, and ground-breaking programs to help homeless women and their children rebuild their lives and break the cycle of homelessness.
When we hear the word "homeless," we often think of soup kitchens, cots in a gymnasium, and long beards. What we don't think about are the 22,000+ children who are homeless in NYC — or the programs that step in to help them.
WIN wanted to flip the script, shining a light on the positive experiences their shelters offer families, while educating New Yorkers about the reality of homelessness in their city. We tackled the issue head-on, creating a series of videos that juxtaposed common stereotypes of homelessness with the actual children WIN supports. The results had deep, surprising impact — because the last thing you associate with homelessness is a smiling two-year-old, happily playing dress-up with her mother.
Melba Wilson was "born, bred and buttered in Harlem" and opened Melba’s Restaurant in 2005 to serve the community she’s known so well. Her style, poise and love of entertaining have made Melba’s Restaurant a New York landmark frequented by celebrities, locals and travelers from around the world. Melba’s Restaurant was named Best Brunch for Kids by Time Out New York, and Best Soul Food by Zagat. Melba’s has also won rave reviews from publications including, but not limited to New York Magazine, Time Out, The New Yorker, The Daily News, Zagat and Interview Magazine for Kids by Time Out New York, and Best Soul Food by Zagat. Melba’s has also won rave reviews from publications including, but not limited to New York Magazine, Time Out, The New Yorker, The Daily News, Zagat and Interview Magazine.
Melba was "born, bred and buttered in Harlem." Her restaurant, funded by the cash she’d saved up under her mattress, gave Harlem children an alternative to making money beyond joining gangs.
While Melba’s attracts lots of locals, many New Yorkers who don’t live in Harlem haven’t made the trip uptown. We wanted to create a campaign that brought the magic of Melba’s to each New Yorker. For Baby Boomers, we launched the hashtag #NorthernComfort because Melba’s is where the recipes and hospitality of the South collide with the hustle and grit of New York. For Millennials, we started with the insight that being a New Yorker is a badge of honor. You aren’t a true New Yorker until you’ve check Melba’s off your list. That’s why we created the hashtag #TheReasonYouLiveHere.
This initiative was made possible by the amazing people who came together to bring this to life. From copywriters and art directors to editors and illustrators, our local creators represent some of New York City's top creative talent. We're incredibly grateful for their collaborative and creative spirit as we helped support our small business community.