Facts About “Greatness Lives Here”
What:
- As part of its commitment to be more than just a transplant or a name on a stadium, over the last two years Mercedes-Benz USA (MBUSA) has established relationships with more than 50 organizations in the Atlanta metro area as part of its longstanding focus on the education and empowerment of the next generation. Its employees have put in over 4,000 volunteer hours in over 70 projects, many of them in the Westside where the MB Stadium is located.
- In celebration of its two-year anniversary and in anticipation of next month’s opening of the Mercedes-Benz Stadium, MBUSA decided to share some of stories that inspired it as it integrated into the community. The project is called “Greatness Lives Here.”
- The Greatness Lives Here project consists of an introductory "Anthem" video and nine long-form vignettes each of which tells the story of a local personality who is playing an important role in creating a vibrant and sustainable future for the Westside.
- The "Anthem" video is a tribute to what inspires the employees of MBUSA about this city. It's an expression of admiration for the company's new home and a reaffirmation of the company's commitment to being a visible and valuable presence in the community.
Who:
The people featured in the vignettes are:
- Tim and Becky O'Mara started the Bearings Bike Shop, a youth development organization through which kids in Atlanta can earn and maintain a bicycle while developing the skills and character essential in adulthood.
- John Gordon of Friends of English Avenue honors a slain neighborhood resident and improves a formerly depressed neighborhood daily with a nonprofit to beautify, reduce crime, establish green space and mentor for collaborative change.
- Honoring African and African-American experiences in her work, Charmaine Minniefield is an independent Atlanta artist and arts administrator known for her "New Freedom Movement" and her work to showcase disappearing and historic communities in places such as Beacon Hill.
- Laura Pritchard of Urban Perform is devoted to improving the health of families in underserved communities by promoting quality nutrition and active lifestyles. Her organization partners with local organizations to decrease rates of obesity, cardiovascular disease and diabetes while creating a health conscious change in the community.
- The first double amputee to the world to finish the Hawaiian Ironman triathalon with prosthetics, Scott Rigsby started The Scott Rigsby Foundation to inspire, inform and enable individuals with disabilities to live a healthy, active lifestyle.
- Author of "Crash Course: The Life Lessons My Students Taught Me,"Kim Bearden is executive director and co-founder of Ron Clark Academy where she promotes excellence in education and has hosted more than 36,000 educators from around the world in Atlanta for new techniques including integrating music and sports into classrooms to create a culture of success for kids.
- At the helm as CEO of The Center for Civil and Human Rights, a museum dedicated to the achievements of both the civil rights movement in the U.S. and throughout the world, Dr. Derreck Kayongo is a Kenyan refugee who also started the Global Soap Project to use recycled sundries from hotels to help vulnerable populations around the world with hygiene.
- A former Chicago Cubs player, C.J. Stewart grew up in a public housing project in inner-city Atlanta. After he returned to Atlanta, C.J. and his wife Kelli started L.E.A.D. to provide baseball coaching and mentor at-risk kids in the Atlanta Public School system.
- In addition to being heroes on the field, Atlanta Falcons quarterback Matt Ryan and running back Devonta Freeman are tireless advocates for children's health, mentorship and empowerment.
When:
- The two-minute "Greatness Lives Here" anthem video will debut on social channels on July 13.
- The first vignette, Bearings Bike Shop will go into rotation on July 17. Over the next months, eight additional long-form video vignettes will be released sharing the stories of these individuals making a difference in the Westside and providing hope and inspiration to youth.
How:
- Each of the vignettes highlights an Atlanta trait -- leadership, inspiration, ingenuity, potential, joy, vision, bravery and strength – embodied in those who live here.
- According to documentary director Henry Corra who was hired by MBUSA's marketing agency Merkley + Partners: "We wanted to make an authentic and powerful campaign that focused on the West Side community and its unsung heroes. Our aim was to bring in those who know the city best in order to create deep portraiture that takes viewers inside the heads of our subjects. We combined our natural documentary approach with elegant, cinematic and emotional images designed to resonate and remind people that this is a city full of fantastic humanity, joy, and celebration."
Why:
- Over the past few decades, Mercedes-Benz USA has oriented its philanthropy around nurturing leadership by supporting programs focused on educating and empowering the next generation, so they can develop the tools needed to reach their full potential.
- On a national level, Mercedes-Benz USA provides over $5.6 million in support to its national partners: Laureus Sport for Good Foundation and Jonny Mac Soldiers Fund.
- Laureus Sport for Good Foundation provides after-school sports programming to youth as a healthy alternative to drugs, gangs and crime in fragile neighborhoods. Over the years, this program has impacted over 480,000 youth in 82 cities and trained over 3,300 coaches.
- Johnny Mac Soldiers Fund provides scholarships to children of fallen soldiers.
- In the Atlanta community, MBUSA invests nearly $2 million annually. As a volunteer-focused organization, its employees have undertaken 70 local projects, putting in over 4,000 hours of volunteer time in the community.
- A significant portion of that goes to 30 organizations that actively educate, empower and enable youth on the Westside.
Greatness Lives Here: Bearings Bike Shop
"GREATNESS LIVES HERE" PRODUCTION CREDITS
Agency
Merkley & Partners
200 Varick St.
New York, NY 10014
Executive
Alex Gellert CEO/Partner
Andy Hirsch Chief Creative Officer/Chairman
Creative
Max Godsil Group Creative Director
Brian Hall Creative Director
Broadcast
Gary Grossman Head of Production
Scott Mushinskie Producer
Corra Films
197 Grand St., Suite 7W
New York, NY 10013
Henry Corra Director
Annmarie Pisano Producer
Maddi Clarke Production Manager
Jeremy Medoff Editor
