The Right Question

Marking 95 years of relentless curiosity.

“We don’t go to print when we’re out of time. We go to print when we’re out of questions.”
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That’s the unofficial motto of The New Yorker. It’s this relentless wielding of questions that makes their writing unique. They keep drilling down, asking question after question, long after others put the pen down and go to print. Eventually, they get to a question that brings new light and deeper understanding to even the most familiar subject. A question that changes everything. To mark The New Yorker’s ninety-fifth anniversary, we created the first brand campaign in it's history,
that celebrated these questions… and the articles they lead to.

2021 | Digiday Award Best BC2 Campaign

"From aggressive overtures to sexual assault: harvey weinstein's accusers tell their stories"

By Ronan Farrow

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

"losing religion and finding ecstasy in houston"

By Jia Tolentino

Originally published in The New Yorker, and narrated by the author herself, Jia takes us on a psychedelic journey that compares the experience of religion to the experience of drugs. Illustrated by Shawna X

Quick Takes, Deep Cuts

We created a series of social edits, each organized by theme—mortality, politics, drugs—that showcased The New Yorker’s layered perspectives within a single subject. Each edit highlighted the magazine’s range: from profound longform to unexpected nuance.

the team

CNX: Xavier Teo (ECD), Ben Yabsley (CD), Rachel Ellam (ACD), Victoria Probert (ACD), Mark Rolli (Design Director) Illustrator: Shawna X | Production: 1st Ave Machine | Music: Future Perfect