Time Inc.: Open the experience

To launch Time Inc’s new brand campaign, “Open the Experience,” we needed to prove to buyers of advertising and the general public that this historic media company is more than just magazines. We started with the thing they do better than anyone else – giving viewers more of what they love in all the ways they love to consume it and invited everyone to “Open the Experience.” We chose high interest topics – the things people are most interested in. Every element of the campaign featured real content, from multiple time Inc. brands, centered on that one subject. And each encounter encouraged viewers to dive in and explore their passions through all the platforms available: video, social, events, websites, products and even the printed page.