BtoB's Best: Integrated Campaign (>$200,000): Forbes

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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.
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