CLIENT

The New Yorker

AGENCY

Condé Nast (CNX)

TAGLINE

The right question changes everything

CAMPAIGN

Digital / OLV / Social / Misc.

To mark The New Yorker’s 95th anniversary, the agency of Condé Nast, CNX, launched the title’s first-ever advertising campaign. “The Right Question Changes Everything" celebrates some of the magazine’s most iconic writing. The campaign was built around the magazine’s ethos and relentless approach to editorial, because what makes The New Yorker different, is the way in which it’s writers wield their questions. This campaign champions that process and those questions and the consequential work they lead to — featuring some of the best writers of today, including Ronan Farrow, Jia Tolentino, Annie Proulx, Malcom Gladwell, and more. To amplify the launch of the campaign, clear CTAs on social and digital drove to The New Yorker homepage, and for the first time ever, readers were given unrestricted access to every article featured in the campaign. No paywalls.

2021 - Digiday Award Best BC2 Campaign

CONDÉ NAST TEAM

Executive Creative Director: Xavier Teo
Creative Directors: Ben Yabsley + Mindy Benner
Design Director: Mark Rolli
Senior Art Director: Rachel Ellam
Senior Copywriter: Victoria Probert
Producer: Jenni Schalk

“Losing Religion and Finding Ecstasy in Houston”

By Jia Tolentino

In her piece, “Losing Religion and Finding Ecstasy in Houston,” Jia Tolentino weaves her words with rhythm as she explores her relationship with religion, drugs and music as she came of age in Houston, listening to DJ Screw in the parking lot of a megachurch. This writing went on to appear in Tolentino’s award-winning book of essays, Trick Mirror: Reflections on Self-Delusion. To bring this drug-induced awakening to life, we collaborated with artist Shawna X, and recorded the story with Tolentino’s own voice.

Illustrator: Shawna X
Music: Future Perfect

“From Aggressive Overtures to Sexual Assault: Harvey Weinstein's Accusers Tell Their Stories”

By Ronan Farrow

In “From Aggressive Overtures to Sexual Assault: Harvey Weinstein’s Accusers Tell Their Stories,” Ronan Farrow chronicles the harrowing experiences of women who survived abuse at the hands of one of Hollywood’s most powerful figures. Our team chose to amplify the voices of the survivors in this film, shifting the narrative away from the predator and instead focusing on the bravery and resilience of the women who risked everything to come forward. Farrow’s three-part investigation became a cornerstone of the #MeToo movement and was later published by Little, Brown and Company in his book Catch and Kill, along with its accompanying podcast, both of which continued to center the voices of the survivors.

Production Company: 1st Ave Machine
Visual Artist: Dave Maruchniak