Freija

Think Inside The Box - The New York Times

We’re repurposing the iconic New York Times newspaper boxes to challenge our audience to think critically. It will be placed in major cities across the US, to get peoples attention in their daily life
Client

The New York Times

Agency

Type

Advertising

Think Inside The Box - The New York Times

The challenge was to tackle the issue of decreasing news literacy. The purpose of the campaign is to change peoples thought process. We’re repurposing the iconic New York Times newspaper boxes to challenge our audience to think critically. It will be placed in major cities across the US, to get peoples attention in their daily life.

Challenge

Tackle the issue of decreasing news literacy.

The challenge was to tackle the issue of decreasing news literacy. The purpose of the campaign is to change peoples thought process.

solution

Challenge cities to think critically

We’re repurposing the iconic New York Times newspaper boxes to challenge our audience to think critically. It will be placed in major cities across the US, to get peoples attention in their daily life.

Approach

Repurposing the iconic New York Times newspaper boxes

We’re now bringing back our iconic news box from the past; from an era where news used to be news.The box is repurposed in order to challenge the citizens of New York to challenge themselves, and their neighbors with questions that test their worldview.

The Test

The boxes will be spread out in the five boroughs of New York. By-passers will be able to interact and test their critical thinking on their daily commute.

The Result

Posters are then put up all over New York to show how the city really views the world.

The Winner

The data from the boxes will be gathered online for people to interact with and to create awareness around the issue of decreasing news-literacy.

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Our impact for

The New York Times

Our impact for

The New York Times

Our impact for

The New York Times

Our impact for

The New York Times

Our impact for

The New York Times

Our impact for

The New York Times

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