Victoria Probert
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The Right Question Changes Everything

ClientThe New Yorker
AgencyCondé Nast (CNX)
TaglineThe right question changes everything.
ChannelsDigitalOLVSocialOOHPrint

For The New Yorker’s 95th anniversary, CNX launched the magazine’s first-ever ad campaign.

Featuring iconic journalism from Ronan Farrow, Jia Tolentino, Malcolm Gladwell, and more, the campaign took every featured story beyond the paywall—opening some of The New Yorker’s most celebrated journalism to everyone.

See the campaign

Three subway-platform posters: a close-up kiss asking “What is consent?”, “The right question changes everything,” and The New Yorker logo.
Kristen Roupenian, “Cat Person,” December 2017

The films

“Losing Religion and Finding Ecstasy in Houston,” by Jia Tolentino

A reckoning with religion, drugs, and music as Jia Tolentino comes of age in Houston, listening to DJ Screw in a megachurch parking lot. Originally published in Trick Mirror, and narrated here by Tolentino herself.

“From Aggressive Overtures to Sexual Assault: Harvey Weinstein’s Accusers Tell Their Stories,” by Ronan Farrow

The women who survived abuse at the hands of one of Hollywood’s most powerful figures risked everything to come forward. Told through their voices, the film shifts the focus from the predator to the women whose bravery helped expose him.

Farrow’s investigation became a cornerstone of the #MeToo movement and later appeared in Catch and Kill, the book and podcast.

Out of home

Street poster of Anthony Bourdain smoking in a kitchen: “When should you avoid the fish?”
A long hallway wall of New Yorker posters ending in “The right question changes everything.”
New Yorker ads in the windows above the orange seats of a subway car.
A bus-shelter poster asking “What is a teenage dream?” on a busy street.
Billboard on a brick warehouse with a pattern of pills: “When is a drug company dangerous?”
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Social

A question a day, each one cut from a story in the magazine’s archive.

Social card: Buffy the Vampire Slayer holding a wooden stake, credited to an Emily Nussbaum piece in The New Yorker.
Social card: two cowboys resting on a mountainside, credited to Annie Proulx’s “Brokeback Mountain.”
Social card: Fiona Apple seated on a bed, credited to an Emily Nussbaum profile.
Social card: black-and-white portrait of Toni Morrison, credited to a Hilton Als profile.
Social card: a yellow toy hippo spinning a hula hoop, credited to a New Yorker piece on emoji.
Social card: a child holding a rifle on a scrubby hillside, credited to a New Yorker piece on gun control.
Social card: a wildfire burning on a hillside behind a backyard pool, credited to Elizabeth Kolbert.
Social card: an illustration of a child surrounded by reaching hands, credited to Larissa MacFarquhar.
Social card: black-and-white close-up of a bodybuilder’s torso, credited to Malcolm Gladwell.
Social card: a painting of a fiery asteroid impact, credited to Douglas Preston’s “The Day the Dinosaurs Died.”
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Awards & recognition

Awards & recognition
  • Digiday Awards 2021 — Best B2C Campaign
  • Ad Age — Top 5 Ads