The New Yorker brand campaign with Brendon Volpe and Ben Yabsley
This is a conversation about the modern media environment and how this iconic brand is still finding a growing audience among those frustrated with bite-sized media. We have also summarized the strategy in the Get/To/By creative brief format below. This is not the actual brief, but my interpretation of it based on what I learned from the interview.
Creative work
Strategy Summary
Insight
Curiosity is cheated by modern media
GET:
Those who crave deeper understanding, not just facts
TO:
Recognize The New Yorker as documentary film making, in print
BY:
Showing them that curiosity is best satisfied by those who have the journalistic freedom to explore