Central Park Comes Alive With The Voices Of Whoopi Goldberg, Hank Azaria And Other Celebs

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 Vilario 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.


CREDITS


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


Whoopi Goldberg


Tom Leonardis – Whoop, Inc.


Brad Cafarelli – Full Coverage Communications


Stephanie Suski – Whoop, Inc.


Ally Goldberg – Full Coverage Communications


 


Hank Azaria


Caroline Weber – Independent Public Relations


Jodi Gottlieb – Independent Public Relations


Nadia Ahmadein – Independent Public Relations


 


Patricia Clarkson


Peter Barry


 


Kristen Bell


Hannah Ryan – “Central Park” Showrunners’ Assistant


Ana Ayala


 


Josh Gad


Hannah Ryan – “Central Park” Showrunners’ Assistant


Lindsey Faig


Taylor Stuewe –  Creative Executive at Angry Child Productions


 


Eduardo Vilaro


Michelle Tabnick


 


Wu Han


Frank Impelluso


Beth Helgeson


 


Waving Cat


Kara Estow


Jeff Estow


 


Production


HunterPark Production


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


 


Production Equipment


Godfred Sedano


Handheld Films


 


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

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May 17 2021 | Kyle O'Brien

https://www.adweek.com/agencyspy/central-park-comes-alive-with-the-voices-of-whoopi-goldberg-hank-azaria-and-other-celebs/172364/