New campaign for New Museum transforms 5,000 pay phones across city
In partnership with the Village Voice and award-winning creative agency Droga5, the New Museum has launched an NY-wide campaign called ‘Recalling 1993’. The project is a compilation of more than 150 oral histories accessible exclusively via an all-but-forgotten icon of the 1990s: the pay phone.
The project is in conjunction with the New Museum’s current building-wide exhibition, ‘NYC 1993: Experimental Jet Set, Trash and No Star’, which features art made or shown in New York during this seminal year. ‘Recalling 1993’ transforms every surviving pay phone in Manhattan into a geo-located portal back to a year that saw visual art, music, advertising, politics, literature and the media change dramatically.
To access ‘Recalling 1993’, individuals simply dial toll-free 1-855-FOR-1993 from any Manhattan pay phone. Once connected, callers will hear never-been-told stories of sweeping change and personal experiences tied to the neighborhood in which they’re standing.
“‘Recalling 1993’ resurrects a dormant technology to connect people with the history of their surroundings,” said Droga5 CEO Andrew Essex. “It’s a simple yet beautiful way to enhance everyone’s understanding of New York City.”
From Mario Batali recalling the opening of his first restaurant in the West Village to Robin Byrd remembering Times Square’s sordid past, uncensored memories from these and myriad other notable New Yorkers bring listeners back to a very different city from the one we know today.
Historical narrators for the project include WNYC radio host Brian Lehrer, Village Voice columnist Michael Musto and New York City tour guide Timothy “Speed” Levitch. Other contributors include the High Line’s Joshua David, punk rocker Johnny Puke, pitcher Jim Abbott, New York Fashion Week creator Fern Mallis, ‘Riot Grrrl’ documentarian Abby Moser, street wear legend Dave Ortiz, Club Kid James St. James and the now-shuttered St. Vincent Hospital’s Sister Miriam Kevin.
‘Recalling 1993’ was developed by Droga5 and is made possible by generous support from the Village Voice, Van Wagner and Gawker. The initiative will be accessible via any NYC pay phone until May 26. “‘NYC 1993’ touches upon the zeitgeist of a critical moment in New York and beyond,” said Karen Wong, Deputy Director, New Museum. “The works on view throughout our building paint a picture of a defining moment through the artists’ experiences. The ‘Recalling 1993’ campaign extends the exhibition into the streets of NYC, allowing the public to access the stories of fellow citizens.”
Client: New Museum
Campaign: Recalling 1993
Launch date: March 25, 2013
Agency: droga5 NY
Creative Chairman: David Droga
Executive Creative Directors: Ted Royer / Nik Studzinski
Associate Creative Directors: Ray Del Savio / Jerry Hoak
Copywriter: Colin Lord / Bryan Wolff
Art Director: Jen Lu / Daniel Sumarna
Head of Integrated Production: Sallyann Dale
Executive Producer: Scott Chinn
Executive Interactive Producer: Lindsey Slaby
Producer: Jennifer Mckenzie
Production Assistant: Goldie Robbens
Technical Director: David Justus
Creative Technology Lead: Fran Devinney
UX Director: Kathrin Hoffman
UX Designer: Eileen Tang
Associate Digital Producer: Ian Graetzer
Senior Print Producer: Jeannie O’toole
Print Production Assistant: Annick Thomas
Brand Strategist: Matthew Gardner
Strategy Intern: PJ Mongell
Researchers: Amelia Barry / Sarah Gancher / Bo Jacober
Group Account Director: Olivia Legere
Account Director: Caitlin Chandler
Account Manager: Louisa Cronan