Best Employment Online Video

The Make Brighter Moments video was created to help Macy’s leadership and staff understand and embrace the biggest change to its selling strategy in decades. Central to the new strategy was putting the employee experience first. If we make brighter moments for the associates, it will spread to customers and communities, all the constituencies that Macy’s serves.

This was a huge institutional change, requiring not just different behaviors, but a new way of thinking for the entire Macy’s workforce.

Because the video covered three groups – associates, customers and communities – it was structured as a sort of video triptych, filmed in three Macy’s locations in the Midwest, the Northeast and the South. It featured leaders and associates from each of the locations, focused on a particular topic. In Ohio, we spoke of putting the associate experience first. In New York, the customer experience was featured. In Miami the emphasis was outreach to community.

Some scripted material was given to the three leaders. But the change that Macy’s envisioned required ground-up participation to succeed, so much of the message was carried by floor-level associates. Their spontaneous and unscripted ideas, beliefs and stories were the real stars of the video because sincerity is always the most effective way to communicate, motivate and inspire.

And that was the real purpose of the video. Beyond informing associates and leaders of the new initiative, the video was created to motivate and inspire the entire Macy’s workforce to create world of brighter moments for everyone.

Contributors:

Director of Culture Transformation:	Michael Savage
Creative Director:	Bruce Carey
Director of Delivery:	Dave Levin
Producer:	Lee Greengross
Senior Art Director:	Serina Morris
ACD/Copywriter:	Larry Greenfield
Production Artist:	Fritz Chesnut

J. WALTER THOMPSON INSIDE

Location: USA