The Village Voice has a heritage of capturing the real, uncensored voice of New York. Our brief was to re-connect people with the Village Voice as the editorial channel that captures this real voice of the city. And at the same time, re-establish it as a go-to source of New York arts and culture.

In a highly competitive media environment, our key challenge was to not just compete with other media be a go-to source of arts and culture, but instead, Village Voice set out to become one themselves – by creating an entirely new crowd sourcing platform which brings the real voices of New Yorkers to life in poster designs.

'New York Writes Itself’ was a hugely successful piece of branded content:-24 million media impressions to date-Exhibition had a record attendance the Art Directors Club-2 million unique visits to NewYorkWritesItself.com -52 articles of earned media including NY Times and CBS News.

- New York Writes Itself has made such a strong cultural impact, Village Voice has made it a permanent piece of its arts and culture content – An Off-Broadway play and comedy series are currently in production for 2012.- Created an entirely new platform of content curated by the Village Voice.

Our creative solution was to capture these great quotes heard by people on the street, and bring them to life through poster art as the real, uncensored voice of New York. Introducing ‘New York Writes Itself’ – We began by creating a platform inviting New Yorkers to write down the great things they hear people say on the streets. We then collaborated New York’s best letterpress artists to re-create the most popular submissions letter by letter - Each poster captured a New Yorker’s voice as a piece of art.