Forbes Promo, Design & Branding CHANGE THE WORLD NAPKINS, 7 by gyro New York

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CHANGE THE WORLD NAPKINS, 7

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Industry Magazines
Media Promo & PR, Design & Branding
Market United States
Agency gyro New York
Art Director Maciek Skorek
Released June 2012

Awards

One Show 2013
One Show Collateral / Promotional Items - Single or Campaign Merit

Credits & Description

Advertiser: FORBES
Agency: GYRO
Category: Promotional Item Design
Art Director: Bora Sozen (Gyro: New York)
Creative Director: Eric Houseknecht (Gyro: New York)
Art Director: Maciek Skorek
Creative Director: Paul Hackett (Gyro: New York)
Executive Creative Director: Keith Loell (Gyro: New York)

Client Brief Or Objective
A good part of Forbes’ marketing revolves around events, summits and social gatherings. We were asked to create a piece of communication supporting their new creative platform (Change The World) that could be used at these events.

Implementation
We were at a bar scribbling down ideas on napkins and then realized the napkins WERE the idea. True.

Outcome
In the first 5 months of the campaign unique visits to Forbes.com rose from 33 million to 45.7 million. Nearly a 40% increase. Forbes ad pages went up 3.5% in 2012. Which was 375% above the publishing industry average. And the napkins became a talking point at every event.

Brief Explanation
The Forbes brand has always represented success, capitalism and wealth. But the meaning of wealth and success has changed, along with the people who symbolize it. Forbes is not just about ‘old money,’ it’s about today’s entrepreneurs, trailblazers and pioneers. So while Forbes had transformed itself over the years, the perception of the brand had not. Forbes wanted us to help make them relevant again.