Heineken and the National Trust for Historic Preservation recently embarked on an Indiegogo campaign to raise money to restore the historic Miami Marine Stadium which was abandoned more than two decades ago after Hurricane Andrew.
Heineken and its agency Publicis New York developed a video explaining the project and ending with a slate card to direct viewers to the Heineken website.
The abandoned structure has become a canvas for graffiti artists — so while the goal of the campaign is to ultimately restore the stadium, the spot celebrates the art inside the Marine Stadium, which has an uncertain future as the stadium’s restoration moves forward.
The ad--filmed on location at the stadium over a five-day period--features stop-motion animation that spotlights the stadium's unique qualities and heritage, including its musical concerts and boat races.
With five cameras rolling simultaneously, 10 local Miami graffiti artists hand painted every stop-motion animation sequence, frame by frame. Some scenes lasting just seconds took nearly three days to complete, says Publicis.
This project honors an iconic piece of Miami history, says Andy Bird, CCO, Publicis New York. "This piece is a tribute to the vibrancy of the stadium’s back story, a stadium which has been a mecca to the very same local graffiti artists who came back to celebrate it.”
The Indiegogo campaign raised its goal of $100,000, though organizers are still seeking additional funding through September 19.