At the height of the pandemic, New York City’s 14,000+ bodegas—many of them immigrant-owned and family-run—were at risk of permanent closure. Despite being essential lifelines for their communities, these neighborhood staples were disappearing without much public attention.
To most New Yorkers, the bodega is more than a store—it’s a cultural cornerstone.
Through our Allied In Art initiative, we launched Back the Bodega. Created in collaboration with three directors and two production companies, the campaign featured a series of independently shot and produced films, each reflecting a different perspective on what bodegas mean to the city. Housed on a microsite developed by yours truly, the campaign gained national attention, with coverage from Ad Age, Adweek, Creative Review and Shots. But most importantly, it reminded New Yorkers of the quiet power sitting right on the corner—and gave them a reason to support it.
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