INSPIRATION: Time Out New York helps you discover NYC’s best things to do, events, restaurants, theater and nightlife.
BRIEF: Since the magazine launched, Time Out New York was only available for purchase. In 2014, they switched to a free model and wanted to announce it with a headline campaign around the city.
IDEA: Take on New York, better.
The headlines would also introduce Time Out New York to those not in the know. To get New Yorkers to notice, they had to have that New York attitude.
The campaign took over the city. TONY was everywhere. Subway ads.
Wild postings.
Digital outdoor ads.
Even, on the side of buildings.
The first edition of the free magazine was gone in minutes, helping everyone take on New York, better.
