LA WEEKLY
CASE STORY

LA WEEKLY
CASE STORY

Nobody loves Los Angeles more than LA Weekly. Angelenos return the favor by speaking freely on behalf of their beloved independent newspaper. 

view more

Case study thumbnail

LA WEEKLY
CASE STORY

NOW VIEWING

Case study thumbnail
LA WEEKLY
IN-CINEMA

LA WEEKLY
IN-CINEMA

A series of in-cinema spots helps the iconic LA Weekly reestablish itself as the independent voice of Los Angeles.

view more

Case study thumbnail

LA WEEKLY
IN-CINEMA

NOW VIEWING

Case study thumbnail
LA WEEKLY
PRINT & OUTDOOR

LA WEEKLY
PRINT & OUTDOOR

Print and outdoor helps LA Weekly celebrate its independence in the face of a conglomerate takeover.

view more

Case study thumbnail

LA WEEKLY
PRINT & OUTDOOR

NOW VIEWING

Case study thumbnail
LA WEEKLY
WEBSITE

LA WEEKLY
WEBSITE

Ignited provided Angelenos with an online forum in which they could upload their own executions of the campaign and SPEAK FREELY.

view more

Case study thumbnail

LA WEEKLY
WEBSITE

NOW VIEWING

Case study thumbnail

people

CITY OF ANGELS

Since their purchase by conglomerate Village Voice Media, the LA Weekly faced certain marketing challenges. Ignited had to help the Weekly assure its audience that a corporate buy would not result in content driven by conservative bias and that the Weekly would remain an independent voice of the people.

world

INDIE, INC

The world of independent newspapers was shrinking and the City of Angeles feared what could befall its beloved paper. In the face of a conglomerate takeover, the LA Weekly needed to secure its footing as an free-thinking spirit in Los Angeles.

fire

VERB, ADVERB

The campaign started with thousands of newspaper dispensers using images from the paper’s artists and photographers in addition to creative from past front covers, including work by guerrilla poster artist Shepard Fairey. Other executions, including Gov. Arnold Schwarzenegger on a cell phone ("Monitor closely") and a punk rocker swallowing a microphone on stage ("Care deeply"), used a "blank blankly" verb-adverb construction that even became part of the cultural dialogue for internal communications at the Weekly.
 
A revamped online presence provided a soapbox from which any Angeleno could be heard. With 1.2 million unique visitors a month, Laweekly.com traffic increased by 200 percent.
 
This was a first-of-its-kind branding campaign for the Weekly and, in the end, they reestablished themselves as the voice of Los Angeles.