LA WEEKLY

LA WEEKLY

After purchase by a corporate conglomerate, the LA Weekly needed a campaign to assure its readers, and the citizens of L.A., that the Weekly would not lose its independent focus and edge. An iconic campaign connected the paper with its readers and reestablished the LA Weekly as the independent voice of Los Angeles. Famous local artists joined the campaign, reinforcing the message. Most importantly, the work gave a voice to the audience, via mini-site and interactive newsstands, taking consumers from passive recipients to active participants in the movement.