Central Park is New York’s beautifully landscaped backyard and while it may seem to function autonomously, it requires careful upkeep. The groundskeeper in chief for the 843-acre area is the nonprofit Central Park Conservancy, which provides upkeep for the entire park. To raise awareness and funds for the Conservancy, Pereira O’Dell crafted a campaign using New York celebrities to voice various features in the park.
“The Park Needs Us” intends to raise awareness not only of the Conservancy’s role in the Park, but also the critical role that the public plays in keeping the nonprofit buoyant.
40 years ago, the City of New York entrusted the management of the park to the Central Park Conservancy, a nonprofit entrusted with making sure the park remains, clean, beautiful, free and open to all every day. The organization cares for the park by tending to maintenance and restoration details large and small while seeking ways to nurture a park that welcomes 42 million visitors each year while funded primarily by individual donations.
To capture the attention of New Yorkers, the campaign gives a voice to different park features. In one spot, Hank Azaria voices the Great Lawn, telling how he, as the lawn, needs so much work from the Conservancy to stay great, not just good.
Another ad finds Whoopi Goldberg voicing the Bethesda Fountain, urging people to send their funds to the Conservancy rather than just tossing in a few coins.
Patricia Clarkson voices the Bow Bridge, where many people have taken a knee to propose over the picturesque pond in Central Park.
Future spots will feature the voices of Kristen Bell, Josh Gad, Wu Han of the Chamber Music Society of Lincoln Center, and Eduardo Vilaro of the Ballet Hispanico.
“As the non-profit that cares for all aspects of the park, the Central Park Conservancy is grateful to all the familiar voices who have generously brought the Park to life in this campaign,”Mary Caraccioli, chief communications officer, Central Park Conservancy said in a statement. “We hope it leads to more people getting involved with the Conservancy’s efforts by joining, volunteering and supporting our work.”
New Yorkers will see and hear the campaign this spring and summer primarily through connected TV and online video, streaming audio, digital banners and paid social videos and posts.
A visual identity refresh by design agency Pentagram has led to a signage refresh throughout the park, including developing 22 unique kiosks with location-specific messaging detailing how each part of the park needs the public’s help.
Everyone who worked on the campaign, most of whom are local New Yorkers, donated time or equipment, and provided vastly discounted rates to help raise awareness of the Central Park Conservancy and its mission to keep Central Park beautiful.
“There are few institutions that represent the stories of New York City quite like the iconic Central Park. It’s captured in our personal lives, in culture, in history. It’s been an incredible journey seeing and sharing how deeply the Central Park Conservancy cares for the park through their efforts to keep it vibrant and full of life, even in the toughest of times,” Pereira O’Dell managing director Mona Gonzalez said in a statement.
Client: The Central Park Conservancy
President and CEO – Betsy Smith
Chief Communications Officer – Mary Caraccioli
Senior Director, Digital Experience – Tricia Kang
Director, Marketing – Rob Smy
Director of Video Production – Harry Hunkele
Art Director – Sol Salgar
Associate Director of Content – Pamela Hernandez
Copywriter— Kaitlyn Zafonte
Director of Communications Admin — Arica VanBoxtel
Creative & Media Agency: Pereira O’Dell
Creative Chairman, Co-founder – PJ Pereira
Chief Creative Officer – Robert Lambrechts
Executive Creative Director – Nick Sonderup
Creative Director – Jordan Young
Associate Creative Director – Zach Buckner
Associate Creative Director – Erynn Mattera
Design Director – Somchai Perry
Studio Manager – Evan Zelermyer
Director of Production – Veronica Beach
Senior Producer – Bridget Pierce
Senior Project Manager – Melanie Christian
Director of Business Affairs – Tamika Knight
Business Affairs Manager – Nancy Espinal
Business Affairs Coordinator — Lenny Campbell
Managing Director – Mona Gonzalez
Group Brand Director – Julia Morrissey
Brand Manager – Ciara Cristo
Director of Strategy – Tom Naughton
Brand Strategy Director – Kira Loretto
Director of Communications Strategy – Ashley Wells
Communications Strategy Director – Breanne Brock
Media Director – Brian Starks
Associate Media Planner – Niko Santore
SEO/SEM specialist – Christine Vagues
Design Agency: Pentagram Design
Partner, Michael Beiruit
Associate Partner – Katie Rominger
Project Manager – Abby Matousek
Talent & Agents
Tom Leonardis – Whoop, Inc.
Brad Cafarelli – Full Coverage Communications
Stephanie Suski – Whoop, Inc.
Ally Goldberg – Full Coverage Communications
Caroline Weber – Independent Public Relations
Jodi Gottlieb – Independent Public Relations
Nadia Ahmadein – Independent Public Relations
Hannah Ryan – “Central Park” Showrunners’ Assistant
Hannah Ryan – “Central Park” Showrunners’ Assistant
Taylor Stuewe – Creative Executive at Angry Child Productions
Director – Ezra Hurwitz
Executive Producer – Bethanie Schwartz & Lauren Tuttman
Steadicam op – Kyle Fasanella
Production Supervisor Liam Christoffers
1st AC – Anna O’ Carrol
PA – Alberto Varagas
Record, Mix, Sound Design
Audio Post: Heard City
Audio Mixer/s: Seth Phillips, Jeremy Siegel, Evan Anderson
Assistant Engineer/s: Ronnie Stapleton, Seth Brogdon, Tom Morris
Managing Director/Partner: Gloria Pitagorsky
Executive Producers: Sasha Awn, Jackie James
Producer: Andi Lewis
Assistant Producer: Nick Duvarney
Editorial – Cosmo Street
Executive Producer – Yvette Cobarrubias
“Bethesda Fountain” :30 Editor – Justin Trovato
“Great Lawn” :30 Editor – Andrew Corrales
“Bow Bridge” :30 and all Social – Chris Rentie
GFX and Conform – Evan Nix
Producer – Jasmine Henry
Color Grade – Apache
Artist – Quinn Alvarez