Source: Adweek
Many New Yorkers see the idea of swimming in New York City’s rivers as crazy, and yet that’s exactly what Heineken and Tribeca Studios want to enable them to do, through the +Pool project.
Namely, Heineken decided to back a project that seeks support to build a floating, heavily filtered, public pool in one of city’s rivers, with a view of that becoming a solution for cities across the globe. The efforts were also joined by actor Neil Patrick Harris who narates the presentation videos for the project.
Shaped like a plus sign, the +Pool is the brainchild of a handful of local architects and designers, who have been spearheading stress-testing and fundraising for the project since 2010.
One of the clips, directed by Bianca Giaever of Greenpoint- and Los Angeles-based production company m ss ng p eces, walks viewers through that story, as told by Harris and various stakeholders and advisers.
The pool, though, is still far from a sure thing. Its founders are still hashing out a location with local officials and working on gathering investors to provide the $20 million it will take to build. Heineken, for its part, is promising $100,000 in funds to the project, but only if 100,000 fans of the idea sign a petition supporting it.
So far, the brewer’s petition, found at swimintheriver.com, has racked up about 5,000 signatures since the brand’s partnership with the pool first hit the press in late April.
