Gotham, Inc. Kicks Off First-Ever "Mandela Day" Event in NYC

gothamAbout six months ago, Gotham was hired by the Nelson Mandela Foundation to help launch a nationwide call-to action honoring Mr. Mandela’s ongoing dedication to, and impact on, the fight against social injustice. To do this, Gotham Inc, along with the foundation, is kicking off the first-ever “Mandela Day” set to commence in New York City on Mr. Mandela’s birthday, July 18th, and following suit annually in select major cities throughout the country.

The integrated brand campaign shadows the life, mission and achievements of Mr. Mandela, and looks to celebrate one individual’s ability to “make an imprint”also the campaign’s headline.

Gotham has developed all creative work for the larger integrated campaign for Mandela Day including TV (for which Mr Mandela did the Voiceover), digital, mobile, print, and out of home, all featuring a call-to-action asking individuals for just 67 minutes of their time, a figure correlating to the 67 years Mr. Mandela has spent fighting social injustice.

You have probably already seen the hand images throughout the city which posted last week—celeb hands and quotes saying how they will make a difference for 67 minutes. There will also be a host of volunteer opportunities set up throughout New York City, as well as several mechanisms online to allow individuals to opt-in, get involved, and make an imprint. Just yesterday Gotham unvelied an art installation at Grand Central Terminal in Vanderbilt Hall dedicated to telling the story of Nelson Mandela and his values, vision and accomplishments. The brand work is also on display there through July 19th.

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Also, Gotham created an unbelievable viral film, leveraging celebrities such as Robert DeNiro, Christy Turlington, Morgan Freeman, Clint Eastwood and others to demonstrate each of our ability to make an imprint. When consumers go online to mandeladay.com, they will not only be able to view the film, but also use mash-up technology and insert video of themselves in among their chosen celebrities and send to their friends, post to their Facebook, YouTube and so on. You will see Mr. Mandela graces the viral film as well, and the featured song for the film is “With My Own Two Hands”, a collaboration between Ben Harper and Jack Johnson. You can create your own video and also read all about the events of Mandela Day at mandeladay.com.

The New York Times: How to Stand Out on One More Day Aimed at Volunteers
Mandela Day on WCBS Morning News 

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