The New York City Marathon is the ultimate display of how a city unites together–it's a feel good day in every way.
After a year that was challenging for so many people in so many ways, we harnessed the power, triumph and resiliency of New York City to create a series of content pieces highlighting the small businesses that show the same grit and determination marathon runners do.
With the milestone 50th running of the NYC Marathon taking place, the moment never felt more right to showcase the collective spirit that this city and event are built on. So, we worked with the unofficial mayor of New York, Nick Heller (aka New York Nico) to produce three spots that featured small businesses along the marathon route who prove that running a small business is just like running a marathon.
Our hero piece featuring Bronx Native ran in broadcast during the race, and all three were distributed in the lead-up to the marathon across Mastercard’s native social channels, the businesses themselves and by @NewYorkNico, tapping into an authentic New York audience.
Contributions: concept | art direction