Breathing Life Into ‘Life’

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. “It’s a call to action to get it in your weekend newspaper, repositioning the brand as something that’s really a backdoor pass to America.”

The 20-person agency, which also works on a project basis with American Eagle and Finish Line, among other clients, won the $12 million business in August after pitching against three undisclosed shops: one from the Midwest and one each from Boston and New York. Fallon in Minneapolis had been the previous agency of record.

A TV spot incorporating stills from the print campaign, directed by Vico Sharabani at Rhino FX in New York, will break the first week in October. There are also radio and outdoor components.

Ads broke this week in Life sister publications Time and People, and begin running in Time Inc.’s Sports Illustrated next week.

Heavy’s Galo Erzao and Rudg Escobar were creative directors; Tomas Larsson was the art director.