Out of home. That's where New Yorkers are venturing in droves for the first time in months now that NYC's Phase 1 reopening has begun.
To remind denizens of Gotham and other cities around the state to stay vigilant and avoid infection, Gov. Cuomo's office and TBWA\Chiat\Day New York have created colorful, hand-drawn ads that just hit the streets. Themed "Stop the spread. It's up to us, New York," the campaign includes thousands of transit posters—appropriate, as cramped subways and buses pose higher risks of transmission.
Ah yes, nothing beats the classics: Wear masks, wash your hands, keep your distance. Such advice is perhaps more important than ever, as New York, the nation's epicenter for Covid-19, seeks to avoid a second wave of sickness while navigating the new normal.
"In order for the state to reopen smoothly and safely, we all need to keep these tips top of mind, especially while out and about," says TBWA associate creative director Shannon Murphy.
Along with transit placements, the push includes brief animations and billboards in bustling NYC locales such as Broadway, Times Square and Columbus Circle—as well as signage around Albany, the state capital, and Buffalo.
Seeking to avoid preachiness or too-clever wordplay, "our goal was to create bold, simple graphics to rise above the distractions of the city," says Alexander Holm, also an agency ACD. "The visual device of the bands of color spreading outward from the center of each graphic draws the eye to the copy in the middle."