Director Spike Lee and hundreds of New York City school children helped us create this integrated campaign commemorating the 10th anniversary of 9/11 by paying tribute to New York City firefighters. Overnight, the film became the #3 worldwide trending topic on Twitter and the campaign was featured in Creativity, Shoot, Adweek, Adage, The Wall Street Journal, The New York Times and various other publications around the country.
"Thanks" (narrated by Spike Lee)
The film, documentary and director's interviews with the children and New York firefighters were posted on multiple social media platforms.
The children's recording of Jay-Z and Alicia Keys' song Empire State of Mind
was made available through iTunes and Amazon mp3
, where it's been downloaded more than 500,000 times. All proceeds go to the National Fallen Firefighters Foundation.