| Story | The campaigns strategy revolves around the incredible story of the transformation of Miami over the last few years and The SunPosts unique position as a local news weekly covering the politics, news, arts, and opinions that matter most to the readers. We started from the inside out, redesigning the paper first says José Reyes, creative director. Some of the campaigns executions reference local blunders and follies. In a campaign that is uniquely and unabashedly Miami, most of the headlines reflect life in Miami as only a local would appreciate, says copywriter, David Gonzalez, who also wrote a manifesto to serve as a cover wrap for the debut of the new design. One out-of-home execution shows an Uzi prominently displayed behind the headline: How we got from Miami Vice to the Magic City is one outrageous freakin story. The Uzi was the weapon of choice for 80s hit-men and fashion conscious detectives who lived on sailboats
says José. How could we not use it? |
