This is the first brand campaign for the New Yorker; we want to find an idea that digs deep into the brand's truth. We went on a journey of discovery through conversations after conversations with the editors who are, from my point of view, the smartest people I ever partner with. Through this process, we uncovered an unofficial motto of what makes the brand unique:
"We don't go to print when we're out of time. We go to print when we're out of questions." It's this relentless wielding of questions that makes our writing unique. We keep drilling down, asking question after question, long after others put the pen down and go to print. Eventually, we get to a question that brings new light and a more in-depth understanding to even the most familiar subject. A question that changes everything".
It's this relentless pursuit of curiosity that is so inspiring to me. It's these questions that make The New Yorker unique, and that's the concept of our first brand campaign for them.
The Right Question Changes Everything.