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From the 13th Annual Shorty Awards

Montefiore-Einstein Presents In A State of Gratitude

Entered in Long Form Video


Montefiore-Einstein was one of the hardest-hit health networks in the NY-area in 2020 due to the Covid-19 pandemic. Montefiore-Einstein planned to celebrate those who persevered during these tough times with an emotional advertising campaign titled, Gratitude Forever, that highlighted and thanked all healthcare heroes for their hard work throughout the year. The central piece of this campaign was a :30 second TV spot utilizing Natalie Merchant’s song, Kind and Generous, as the music bed. In looking to build the final piece of this campaign, Montefiore-Einstein tasked MSG Entertainment with creating an impactful digital activation that elevated their message to the next level.

Strategy and Execution

We built Montefiore-Einstein a virtual event featuring four incredible NY-area musicians and filmed across multiple locations (Radio City Music Hall, The Village Studios). The headlining artist was Natalie Merchant in a nod to the larger campaign at hand. The event also featured Anthony Ramos, Bebe Rexha, and an appearance by Mary J. Blige. Montefiore-Einstein’s CEO, Dr. Philip Ozuah, acted as host throughout the event – leading fans from artist to artist. Each artist, along with Dr. Ozuah, took the opportunity within the piece to thank healthcare heroes and speak to how they had been inspired by healthcare workers’ resilience and dedication.

Further Topline Details:


The event was a resounding success on many levels:


Video for Montefiore-Einstein Presents In A State of Gratitude

Entrant Company / Organization Name

Madison Square Garden Entertainment, Radio City Music Hall, Resonant Pictures, The Village Studios, Alto, Chromista, Montefiore-Einstein


Entry Credits