As Adweek reports, most of the talk around 9/11 this year centered around what everyone was doing wrong (AT&T's marketing snafu comes to mind), but the video below is an example of a brand doing it right. Shot on the 57th-floor terrace of 4 World Trade Center, the ad features two principal dancers from the New York City Ballet, Maria Krowroski and Ask la Cour, performing an excerpt of Christopher Wheeldon's "After the Rain" pas de deux.
The film was posted at sunrise on September 12th, with the hashtag "#newbeginnings."
"Our hope is that 9/12 can now be rebranded as a day of optimism and new beginnings," says Matt Eastwood, chief creative officer of DDB N.Y. Watch the video below, and then tell us: What do you think of the ad? Comment below or tweet us @Shape_Magazine.