The Forbes brand has always represented success, capitalism and wealth. But the meaning of wealth and success has changed, along with the people who symbolize it. Forbes is not just about ‘old money,’ it’s about today’s entrepreneurs, trailblazers and pioneers. So while Forbes had transformed itself over the years, the perception of the brand had not. Forbes wanted us to help make them relevant again.

We were at a bar scribbling down ideas on napkins and then realized the napkins WERE the idea. True.

In the first 5 months of the campaign unique visits to Forbes.com rose from 33 million to 45.7 million. Nearly a 40% increase. Forbes ad pages went up 3.5% in 2012. Which was 375% above the publishing industry average. And the napkins became a talking point at every event.