Target Breast Cancer Research Foundation Concept

The year was 2007 when my writer, Adam Reynolds, and I had an idea. Let's put an ad on the front of the New York Times. Let's have that ad go through every color page of the paper (and maybe every page), let's place that add smack dab in the middle of each page... Because it's an ad that does good and doing good is, well, good.

This concept was championed by the Director of Marketing at Target. He ok'd the projected media buy that we thought would be huge.

But the Times wouldn't have it. No ads on their homepage. And other newspapers felt the same.

When our head of marketing spoke at a newspaper association meeting a few months after this media buy was rejected he showed our concept and spoke to the change in newspaper readership, need for them to think of new ways to get revenue and called on them to change.

A year later the New York Times allowed it's first ad on the front page. Did this idea help them see the light? I don't know but I like to think it did.

my involvement: creative direction, concept and design
the writer and con-concepter: Adam Reynolds

In the end we needed to create a more traditional one page ad which is below.