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Think of a NYC buzz, sharp politics, romantic poetry, and chic lifestyle in a scent.
The bottle's design pays homage to the very origins of writing, elegantly crafted in the shape of a classic ink bottle.
The brand "The Urbane Urban" is named after its sophisticated, cultured readers of The New Yoker Magazine who are deeply connected to city life.
FRESH OF THE PRESS
Billboards all over the city give away a sneak peek without revealing too much, while the air around them carries a subtle fragrance, just enough to get people curious and keep them guessing. To top it off,
we cleverly worked the brand's mascot into the design with a perfume stopper detail; so subtle, no one would guess it’s a perfume launch (yet).
POST-LAUNCH
We’re taking the iconic essence of the legendary magazine covers and giving them a fragrant twist. With 90% of subscribers living in the digital world, we’re hitting social media and the website hard to make sure everyone catches a whiff.
THE NEW YORKER: The Urbane Urban Eua de Parfum
CREATIVE DirectIon, ART DIRECTION, 3D MODEL, GRAPHIC DESIGN
What if The New Yorker had a scent?
We create the amazing signature perfume that reflect the magazine's unique voice. This campaign captured the magazine's key themes such as the vibrant life of New York City, politics, romantic poetry, and general lifestyle; leaving a lasting sensory impression that’s as memorable as the magazine itself.
ACTIVATIONS
A citywide four-way installation invites people to experience the fragrances up close, paired with blink-and-you’ll-miss-it digital billboards in Times Square. Only those in the right place at the right time will catch the hint
FREE
TOTE
News with scent.
Cartoons are the heartbeat of the satirical and humorous personality of the magazine. They were integrated into the packaging to honor the magazine's iconic identity.
ART DIRECTION BY ANNEL SOSA, SOCIAL MEDIA BY DEMI GOMEZ, 3D MODELING BY KANCHAN CHHABRIA, STRATEGY BY TANVI SENAPATI
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