CALIFORNIA POST — WE’LL SAY IT

New York’s most infamous newspaper was, like Led Zeppelin once said, going to California. Famously provincial and famously brash, no one was entirely sure how the Post would land in crowded media landscape of la la land. This is how we broke through: rather than telling Californians who we are, we showed them. Our campaign brought the paper’s signature spice to the sweltering cities of CA, with creative that didn’t advertise the product…but actually was the product.