artwork, concepts, and content © 2016 by MARGARET WEINER. All rights reserved.

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Client: Gannett, Asbury Park Press

When Asbury Park Press sought to build a "Top 5 Ways to Get the Most From Your Weekend" acquisition campaign targeting millennials, we saw an opportunity to expand APP's project strategy and develop materials that could pack a punch. My copywriter and I suggested a campaign built around a weekend warrior—an iconic and ultimate representation of taking full advantage of every weekend opportunity. Considering our audience's reputation for skepticism, familiarity with pop culture, and hunger for off the beaten path solutions, we developed our weekend warrior concept around a luchador.

pencil, Photoshop