How do you make Gen Z care about a magazine that began 40 years before they were born? By posing it as the publication that helps them stay up to beat with music and news.
To catch Gen Z on the go, we'll place OOH near magazine stands in subways and in airports.
Of course, Gen Z needs a sticker booklet to let everyone know they are up to beat.
During the Primaries, we'll hand out ear plugs on college campuses to help Gen Z shut out the noise of biased news coverage.
Art Director: Phil Wood