Ignited Minds is "using the visual and phonic brand equity of the LA Weekly name," according to ACD Eric White, "to provoke
thought, stir controversy and encourage conversation. This branding device was developed to be able to comment on something as global as the war in Iraq, as local as the mayoral race or as trivial as what you're having for dinner." The campaign, which apppears in the paper itself, on thousands of street boxes and in assorted wildpostings and collateral (with billboards in the offing), "is sort of a dream project," adds White. "We're working with a cool local brand that comes fortified with a rebellious heritage and a strong point of view"