Philly's leading local rag, the Philadelphia Inquirer, wanted to rebrand, and came to us with the most sought-after brief in advertising: scare us. Whatever it takes. We're only counting one KPI: subscribers.

So, we told people to Unsubscribe. Unsubscribe from everything they thought about the local paper. Unsubscribe from outsider takes on Philly. Unsubscribe from news with no attitude.

We wrote some print ads. We wrote some OOH ads. The ADs AD'd the hell out of the iconic Inky "I." Ads went up all over the city.