For 160 years, The Atlantic has challenged themselves and their readers to overturn assumptions, reexamine long-held truths and confront the status quo. They wanted to convey that spirit of restlessness and reinvention through a campaign designed to change perceptions of the brand from stuffy to “awesome.” To achieve this, our objectives were two-fold: make a splash within the media industry, and create a meaningful platform that their target (25-40, high HHI, well-educated) can identify with.
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