Euro RSCG was tasked with the challenge of re-invigorating and rebranding The Atlantic magazine to appeal to a new audience. And we had very little to do it. Our response was "Think Again. The Atlantic Project", an Integrated Marketing Campaign which presented the thought-provoking questions on which the magazine had for 150 years built it's reputation to the public in a way they could not ignore: illuminating them in neon throughout New York.
We created 14 films which captured the public's diverse reaction and a print and wild posting campaign featuring the neon questions which added texture to the project. We also produced ambient media that resonated with consumers when all they were thinking about was which brand of coffee to buy. All of this content was hosted on the Atlantic's revamped website.
Within a year,
the campaign attracted new advertisers and 197% increase in online revenue.
“Absentminded Professors, Rejoice! The Atlantic Says Thinking is Cool Again”
Deliverables: 20ft Neon Installations, Video Content, Press Event, Website, Wildposters, Print
Role: Interactive Producer
Euro RSCG
Creative Director: Jose Cabaco
Director: Joakim Reveman
Editor: Jen Dean/Charlie Johnston
Further Work
Work
