The New Yorker

To mark The New Yorker’s ninety-fifth anniversary, we launched the first ever advertising campaign. “The Right Question Changes Everything" that celebrates some of the magazine’s most consequential writing over its nearly ten decades.

The campaign was built around an insight into the magazine’s relentless approach to editorial, the way The New Yorker wields questions it what makes it unique. It’s a process that allows the writers to find fresh insights from familiar subject matter. They simply keep drilling down, asking questions long after others put down the pen and go to print. They don’t go to print when they’re out of time, they go to print when they’re out of questions.

This campaign champions those questions and the consequential work they lead to. Featuring some of the most amazing writers who have graced the pages of the magazine including Ronan Farrow, Jia Tolentino, Annie Proulx and Malcom Gladwell.

ALL ACCESS ARTICLEs

For the first time ever The New Yorker is lifting its paywall, giving readers unrestricted access to every article featured in the campaign. LAUNCH SITE

Ronan Farrow | Harvey Weinstein :30

We worked with Ronan Farrow to amplify the voices of the women abused at the Harvey Weinstein. The film features the original voice recordings of the women themselves and culminates in a powerful question - What does it take to stand up to a predator?

JIA TOLENTINO | Ecstasy :30

Narrated by the author herself, Jia takes us on a psychedelic journey that compares the experience of religion to the experience of drugs.

SOCIAL :15’s | :06’s

We created a series of :15s broken into themes like mortality, politics, and drugs that highlighted the multitude of questions and different perspectives TNY had within a single topic. As well as stand alone :06s created for each article in the campaign that showed off the breadth and depth of TNY subject matter.

Politics Edit :15

Culture Edit :15

:06 Edits

BUZZ

Agency: CNX

A huge thank you to David Remnick and the entire The New Yorker team.

ECD: Xavier Teo

CD Copy: Ben Yabsley | CD Art: Me!

Creative Team: Rachel Ellam, Victoria Probert