Life Re-Reanimated

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With bulldog persistence, Life magazine is back again, this time as a weekly distributed in some 70 newspapers every Friday. Its first and glorious incarnation ran from 1936-72. It was revived in 1978, but died in 2000. The latest return to the land of the living is supported by a multimedia blitz that includes print and outdoor, in a campaign, from New York agency Heavy, themed "Coming to a weekend near you." The ads, capitalizing on that iconic red and white logo, are little slices of lifestyle, intended to "celebrate weekend enjoyment-like the magazine itself, the campaign captures the essence of Life's role as the nation's weekly backstage pass to America," says Heavy co-CEO Simon Assaad.

Client: Life Magazine Agency: Heavy, N.Y. CDs: Galo Erazo, Rudj Escobar AD: Tomas Larsson Executive Producer: Simon Assaad Designers: Lisa Schaefer, Chantal Bairle Photographers: Blake Little ("Bulldogs"), Ian Logan ("Surfboard"), Ryan McVay ("Red Wagon"), Laura Doss ("Balloon")

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