Subtract the Noise will also run in transit shelters in San Francisco and Washington till 11 November, as well as on the Post’s own platforms. To celebrate the campaign, the 11 October print edition of The Post will feature a colouring page “to bring about a moment of mindfulness”, the publication states. It will also offer physical and digital stickers that reflect Well+Being’s conent pillars of food, fitness, mind, body and life.
A colourful range of thought bubbles, emojis and message boxes make up the visuals in Subtract the Noise, which as The Post puts it, “disperse to the edges of the ad to reveal the tagline set against a serene blue sky”.
Koto also explained the decision to launch across Times Square. On Instagram, the agency states the placement shows “that, even in the epicentre of sensory overload, there is a place to step out of the noise, and get a bit of relief and even a few answers”. Perrin Lawrence, head of brand and consumer marketing at The Post adds: “Times Square is arguably the most hectic pedestrian intersection in the country. It’s a perfect place to interrupt the chaos a day can bring and create space to pause and consider your own wellbeing.”