Imagine if The New Yorker launched a fragrance line. What would the scent of The New Yorker magazine be like?
About
Perfume for the perspective
Strategy
The strategy to capture the brand's essence involves leveraging the magazine's bold, satirical, and humorous nature. By diving into key themes such as the vibrant life of New York City, politics, romantic poetry, and general lifestyle, the campaign will reflect the magazine's unique character and engage its audience on a deeper level.
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Essence of the magazine
Strategy
The strategy to capture the brand's essence involves leveraging the magazine's bold, satirical, and humorous nature. By diving into key themes such as the vibrant life of New York City, politics, romantic poetry, and general lifestyle, the campaign will reflect the magazine's unique character and engage its audience on a deeper level.
Campaign Overview
The brand "The Urbane Urban" is named after its sophisticated, cultured readers of The New Yoker Magazine who are deeply connected to city life.
The bottle's design pays homage to the very origins of writing, elegantly crafted in the shape of a classic ink bottle.
Idea
Strategy
The "Peace by Piece" campaign for Lego emphasizes how playing with Lego, regardless of age, can positively impact your mental well-being.
A data-driven campaign that delivers instant results, combined with subtle, soothing, and straightforward imagery to effectively convey our message.
Campaign Overview
To target stressed adults by helping them escape stress and rediscover the world of Lego, this time as an adult.
Objective
Perfume for the perspective
The brand "Urbane Urban" is named after its sophisticated, cultured readers of The NewYoker Magazine who aree deeply connected to city life.
The bottle's design pays homage to the very origins of writing, elegantly crafted in the shape of a classic ink bottle.
The strategy to capture the brand's essence involves leveraging the magazine's bold, satirical, and humorous nature. By diving into key themes such as the vibrant life of New York City, politics, romantic poetry, and general lifestyle, the campaign will reflect the magazine's unique character and engage its audience on a deeper level.
A pre-launch campaign strategy involves strategically placing billboards throughout the city,
teasing without revealing too much, while subtly infusing the surrounding areas
with the fragrance, enticing curiosity and intrigue among passerby.
Fresh off the press
Promoting the perfume by harnessing the iconic essence of the brand—its legendary magazine covers.
Post-Launch Advertisements
A citywide four-way installation invites people to experience the distinct fragrances firsthand, offering a preview and bringing them one step closer to the highly anticipated launch.
This is your chance
to be nosey.
A citywide four-way installation invites people to experience the distinct fragrances first hand, offering a preview and bringing them one step closer to the highly anticipated launch.
This is your chance
to be nosey.
The Team
Dr. Kanchan Chhabria
Annel Sossa
Demi Gomez
Tanvi Senapati
As of the most recent data, approximately 90% of The New Yorker’s subscribers have chosen the digital version.
Therefore, it is crucial to engage this audience through social media and the magazine's website.
Digital Audience
The strategy to capture the brand's essence involves leveraging the magazine's bold, satirical, and humorous nature. By diving into key themes such as the vibrant life of New York City, politics, romantic poetry, and general lifestyle, the campaign will reflect the magazine's unique character and engage its audience on a deeper level.
Perfume for the perspective
