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NEW YORK Life relaunches next week as a weekly newspaper supplement via a $12 million movie-style campaign by Heavy that positions the magazine as “coming soon to a weekend near you.”
Four print ads show people enjoying weekend activities such as surfing and taking a child to a greenhouse. Each execution shows a red object (a pickup truck, balloon, surfboard or a wagon) branded with the distinctive Life logo.
“We wanted to brand Life as an entertainment destination on the weekend,” said Simon Assaad, co-founder of the New York shop and executive creative director on the campaign.
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