Agency: gyro, New York
Campaign name: “Change the World”
Launch date: July 2012
Why we liked it: There is something to be said for old money. But the perception of well-established wealth was no longer working for Forbes; media planners perceived the publication as yesterday's news. This campaign put a fresh face on the brand by featuring the images of younger entrepreneurs such as Jay Z, Kathy Ireland and Sean Parker. In a series of ads and other promotions, Forbes displayed photos of them when they were kids, then fast-forwarded to more recent images of them on the Forbes cover. We especially liked an out-of-home piece in which the outer doors of an elevator feature Jay Z as a youngster. When they open, the interior of the elevator reveals the contemporary image of him as a serious-looking mogul.