Max launches The Penguin via New York Times takeover
The newspaper became the Gotham Gazette for one day to mark the launch of the new TV series, starring Colin Farrell as Oswald ‘Oz’ Cobb, aka The Penguin
Created by T Brand Studio, New York Times Advertising’s in-house content studio, the campaign saw the paper wrapped in pages from the DC Universe tabloid, the Gotham Gazette, with The Penguin’s latest exploits emblazoned across the cover.
In addition, on the day of the launch, newspaper hawkers gave out physical copies of the Gotham Gazette at key New York City locations, including The Feast of San Gennaro in Little Italy, Times Square and Grand Central Station. The aim was to create a keepsake for fans while also promoting the show, which has gained rave reviews.
The TV series sees Cobb as a mob-style boss trying to wrest control of Gotham City, which is modelled on a dark, crime-ridden version of New York City.
As well as the print campaign, T Brand Studio created a series of digital ads to run on the New York Times and the Athletic which featured news headlines from Gotham City as well as a countdown timer to build anticipation for a ‘State of the City’ address from Gotham’s Mayor, which coincided with The Penguin’s premiere date.
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