Justin Kaswan Portfolio

THE CHALLENGE

The Wall Street Journal put $15 million behind launching Greater New York, taking on The New York Times on its home turf for New York readers and advertisers. The new section debuted with 40 advertisers.

THE SOLUTION

I created an OOH and digital campaign built around a simple idea: you have to know New York to cover New York.

Each execution used a hyper-local observation that only a real New Yorker would recognize, positioning Greater New York as a credible new voice on the city.