Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
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.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in