New York Post Design & Branding HEADLESS BODY IN TOPLESS BAR by Y&R New York

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Industry Newspapers
Media Design & Branding
Market United States
Agency Y&R New York
Executive Creative Director Ecd- Gerry Graf Gcd- Scott Vitrone, Ian Reichenthal
Creative Director Menno Kluin, Graeme Hall
Art Director Alexander Nowak, Michael Schachtner, Adolfo Alcala, Devon Hong
Copywriter Patrick Conlon, Tara Lawall, David Canning, Feliks Richter, Mihnea Gheorghiu, Julia Neumann
Designer James Chae
Producer Jo Kelly, Devon Dentler
Illustrator Andrew Rae
Released December 2010

Credits & Description

Category: Posters
Advertiser: NEW YORK POST
Product/Service: NEWSPAPER
Agency: Y&R
Date of First Appearance: Dec 20 2010
Entrant Company: Y&R, New York, USA
Global Director, Creative Content: Kerry Keenan (Y&R New York)
Executive Creative Director: Ian Reichenthal (Y&R New York)
Executive Creative Director: Scott Vitrone (Y&R New York)
Executive Director, Content Production: Lora Schulson (Y&R New York)
Executive Director, Content Production: Nathy Aviram (Y&R New York)
Creative Director: Menno Kluin (Y&R New York)
Creative Director: Graeme Hall (Y&R New York)
Art Director: Michael Schachtner (Y&R New York)
Copywriter: Feliks Richter (Y&R New York)
Art Director: Alexander Nowak (Y&R New York)
Producer: Jo Kelly (Y&R New York)
Producer: Devon Dentler (Y&R New York)
Copywriter: David Canning (Y&R New York)
Designer: James Chae (Y&R New York)
Copywriter: Mihnea Gheorghiu
Illustrator: (Opera78)
Illustrator: (BrosMind)
Illustrator: (McBess)
Illustrator: Andrew Rae
Art Director: Devon Hong
Art Director: Adolfo Alcala
Copywriter: Tara Lawall
Copywriter: Julia Neumann
Copywriter: Patrick Conlon
Art Buyer: Veronica Reo
Art Buyer: Jocelyn Woolard
Media placement: Posters - New York Post - Newspaper - 17/12/2010 - 4/2/2010
Media placement: Posters - Comedy Club - People's Improv Theatre - 17/12/2010 - 1/4/2010
Media placement: Posters - Downtown NYC - 17/12/2010

Describe the brief from the client
To promote their flagging circulation, the New York Post had created a comedy improv show, “Headless Body in Topless Bar”, playing weekly at the People’s Improv Theater in New York. An improv show based on that day’s Post headlines, they needed a poster campaign to promote and explain the show in the NYC area.
It also needed to portray the eclectic nature of the show, whilst maintaining the Post’s dry sense of humour

Describe the challenges and key objectives
The main challenge was trying to encapsulate the entertainment of the show within a static image. As a concept, the show was fairly complicated to explain, and any humour could have easily been lost trying to do that.
Furthermore, we needed to show how the humour and tone within the show varied. How it was an eclectic and multi-faceted comedy night, showcasing many different forms of wit and comedy.

And then of course, we simply needed to get across the essential details, and the fact that it’s for the New York Post.

Describe how you arrived at the final design
We realized fairly quickly that imagination was key to this. Showing how the comedians and the headlines can take you to some pretty crazy places. So illustration was an easy direction to opt for, given its lack of boundaries.
To get across the eclectic nature of the comedy, we decided to approach different artists for each execution.

And then to keep some consistency, we developed an adaptable lock up that could be placed on each execution, containing the essential details, but didn’t challenge the main concept.

Give some indication of how successful the outcome was in the market
Due to the popularity of the show, what started out as a 4-night run is still going, five months later. And every show reminds more and more people why the New York Post is so entertaining.