Bronx hospital Montefiore Einstein Complete Most cancers Heart is celebrating breakdancing’s Olympic debut on the 2024 Summer season Video games in Paris with a marketing campaign tracing the game’s origins within the South Bronx and arguing for the worth of maintaining an eye fixed out for expertise — and most cancers.
The 2-and-a-half-minute movie directed by Seb Edwards of Park Footage and created by company Mirimar is narrated by hip-hop pioneer Rahiem of Grandmaster Flash and the Livid 5. It follows the emergence of breakdancing within the ‘70s and ‘80s, with kids practicing moves in the streets and their living rooms and teams showing off in clubs, subways and the Loews Paradise Theatre.
The film ends with a coach giving an Olympic contender a pep talk before she competes. Its message is that “Talent is best spotted early. So is cancer.”
“This isn’t only a marketing campaign; it’s about inspiring the world with a narrative of resilience, triumph and recognizing issues early, and proving that when you do, whether or not it’s in your well being or a sport, no victory is out of attain,” Mirimar co-founder and chief artistic officer John McKelvey informed ADWEEK. “With breakdancing and Montefiore Einstein both beginning in the Bronx, we knew we had an authentic story to tell given this art form will have its Olympic debut this year.”
The entire dancers featured within the movie are a part of breakdancing crews. The spot additionally options cameos from Bronx hip-hop musician Grandmaster Caz and Crew USA breakdancer Carmarry Corridor aka Pep-C.
The movie will premiere throughout NBC’s stay broadcast of the Olympic Video games Paris 2024 opening ceremony and run once more in the course of the primetime broadcast, with 30- and 60-second variations rotating all through the video games. The marketing campaign additionally incorporates a web site, a full-page advert within the Sunday New York Instances, placements in different newspapers and magazines, two hand-painted wallscapes in Manhattan and the Bronx, and digital and static OOH all through New York together with bus shelters, billboards and marquees.
