Text smart

The Harvard Business Review is bringing smart back.


advertiser: Harvard Business Review
agency: zig, Chicago
CD/AD: Stephen Leps
copywriter: Geoff Berg
designer: Kelly Davidson
strategic planner: Ryan Wilson
team leader: Carlie Naftolin
studio: Cade Chen

The Harvard Business Review recently completed a new design and website (at hbr.org). To promote the new look, it got zig’s Chicago office to create ‘The Revival of Smart’ campaign, bringing awareness to the masses about its full range of offerings – website, podcasts, apps and mobile. On top of radio, print, OOH and mobile elements, the agency did interactive airport installations encouraging travellers to ‘Text Smart’ to read free articles and get a one-month trial subscription.