The Atlantic Debuts Thinking Points

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August publication The Atlantic, nee Atlantic Monthly, has launched an integrated campaign from Euro RSCG, New York urging everyday people to "Think. Again." about their world, part of a wide-ranging redesign and rebranding effort for the magazine.

Along with redesigned print and web products by Pentagram, Euro RSCG worked with Paranoid's Vikings (specifically on this project with director Joakim Reveman), incorporating the magazine's famous cover questions into video as large, white neon signs. Web videos featuring people on the street giving their personal views on current events and attempting to pin down answers for the questions complement print, wildpostings, ambient executions and a star-studded launch event planned for next week.

"The Atlantic was born out of questioning," says Jose Cabaco, Euro RSCG North American chief creative officer. "To not question the world around you is to choose to live in the dark. That's why we turned these Atlantic questions in neon questions, we took their questions out of the magazine into the street and this is how people responded."

This is Cabaco's first major campaign since he arrived at Euro last April from Wieden + Kennedy, and the art director, who has experience in publishing and industrial design, tackled it directly, spearheading multiple shoots in New York City and Montauk. For the web films, the crew interviewed around 250 people, some 30 of whom were thought leaders, or friends of the magazine, with the remainder being normal folks grabbed from the streets. "We have 15 different questions that we picked from past and future issues of the Atlantic," Cabaco adds. The questions were so diverse, he says, "we had to target pretty much everybody we could get."

After the launch event on the 14th, the Atlantic's Think.Again. microsite promises a documentary as well as additional video clips.

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