Montefiore Health System: "In honor of all the brave nurses. Now and forever."

Alto and Montefiore Health System has thrown a ticker-tape parade for the nurses of New York, just in time for International nurses day and nurses week. This giant billboard was painted in Manhattan, on 34th Street and 8th Avenue, and there's a virtual parade at nursesareheroes.org

But that's not all, two commercials have been released as well as a full-page ad in local newspapers; "In honor of all the brave nurses. Now and forever. Montefiore thanks you for healing New York."

This is the first time that Alicia Keys and Jay-Z's “Empire State of Mind” has been used in a commercial. We presume they allowed it for the cause. 

Ad agency: Alto, New York

Client: Montefiore
Client buyer: Loreen Babcock 

Production: Buck

Artist: Tristan Eaton

Music: Alicia Keys and Jay Z: “Empire State of Mind”