NYPL- A place for everyone

New York Public Library (NYPL) has been the library for New Yorkers' and yet like every legacy brand the challenge for NYPL is now to stay relevant with the changing times. The BIG IDEA used to help solve this was to rebrand NYPL as a place for everyone.

The creative approach used was - We speak to tribe of New Yorkers' who all have a place at NYPL. From 2D executions for out of home promotions at subway stations and NYC streets to video extensions for social media promotions. Plus giving out customized bookmarks to new NYPL subscribers, NYPL's multi-media campaign targeted consumers in a way that was integrated with their everyday lives.