Looks like an ad for a condo development.

Any creative work submitted remains the copyright of the creator. There is no "we own what you submitted" clause.

If you're awarded the contract, you still have to assign the buying party the rights to the work product, for them to legally use it, which we didn't.

We are protected but it seems like such a bizarre thing to do from a PR perspective. Not a good way to start a campaign. They certainly "made it theirs" without our permission.

Is the New York Times capable of writing anything about Jersey City without stating in the first sentence what a dump the rest of the world considers it?

True or not-- it's hackneyed, cliched writing at this point.

Quote:

That's deplorable. Do you have any legal recourse on IP theft?If so, I would certainly act on it. I'd be screaming to the media on this one. Is that an option? Disgusting and arrogant and Bob Sommer and Fulop should be ashamed of this behavior.

Our firm has been in Jersey City since 1996 and was one of ones that submitted a proposal for the project. We were not hired and that's OK but what really disappoints me is that the slogan, "Make It Yours," was lifted directly from our proposal. We created a storyboard of a commercial concept and this was the slogan we used.

You hire an out of town company but use the hometown company's creative anyway? I don't get it. Who does this?

I find this incredibly ageist and short-sighted. Focusing only on Millennials is not representative of enough of JC by a long stretch.

So the mayor is focusing on one part of the city...

OMG - I know those two crazy-haired ravens!!! Well, I mean, I don't know them, but I see them walking their dogs around the neighborhood a lot.

The hair is soooo attention grabbing!!! Looks great!!! Wish I have the courage to have hair like that!!!

There are a lot of the photos for these coming ads -- up now on the photographer's website. (click link below)


http://www.brookpifer.com/New-Work-1

A New Effort From a ?New? Jersey City Urges, ?Make It Yours?

OCT. 6, 2014
New York Times
By STUART ELLIOTT

Jersey City, once described as "an unfashionable town named after an unfashionable state,? has been having a moment lately, deemed "much transformed" from ?a scruffy ne?er-do-well? into ?a gentrifying bedroom community.? Now, to keep that momentum going, the city is teaming with the Jersey City Economic Development Corporation for a campaign meant to encourage more people to consider Jersey City as a place to live, visit and locate businesses.

The campaign, to begin this week, seeks to further burnish the image of Jersey City, which is benefiting from an increase in residential real estate construction, the arrival of businesses like Starbucks and the relocation there of companies like Forbes Media, which has been in Manhattan since its founding in 1917.

The campaign carries the theme ?Make it yours,? with the word ?yours? tilted for emphasis as if it was italicized. The theme is accompanied by a new logo that presents the ?C,? ?t? and ?y? of ?City? in bold capital letters and the word ?Jersey? on its side, taking the place of the ?i.?

The campaign for Jersey City has a total budget estimated at $1.2 million.

The campaign has a total budget estimated at $1.2 million; plans call for $400,000 to be spent in October. The campaign includes print, digital, streaming and traditional radio, outdoor and transit ads as well as a presence in social media with a hashtag, #JCMakeItYours. The primary target markets are two boroughs of New York City, Brooklyn and Manhattan, along with Bergen County, N.J.

Three agencies are involved in the campaign: HarrisonRand Advertising in Guttenberg, N.J., for the creative duties; Creative Civilians in Jersey City, handling tasks like social media and research; and Development Counsellors International in New York, for public relations and travel marketing.

One goal of the campaign is ?sustaining our growth, increasing our growth, over a period of time,? says Mayor Steven M. Fulop of Jersey City, a former bond trader, Marine and city councilman, who was elected last year.

There are 6,000 units of housing under construction and an additional 12,000 planned ?in the next two years,? he adds, meaning that the city needs to find ?50, 60, 70,000 people who want to move to Jersey City? and make it ?a long-term home.?

?It?s a good problem,? Mr. Fulop says.

Another goal of the campaign is getting Jersey City to be ?in that first line of thinking? when people are looking for someplace to live, visit or locate a business, he adds, along with places like Brooklyn.

?Someone wants to live in Manhattan, they?ll live in Manhattan,? Mr. Fulop says. ?We can compete with families thinking about Brooklyn, Queens,? he adds, as well as with ?empty nesters? in New Jersey counties like Bergen, Essex and Monmouth who are considering downsizing in an urban setting.

The idea is to produce what Mr. Fulop calls ?a mushroom effect,? as people ?make a choice and say, ?I want to live in Jersey City,???? and that influences their friends and families to be more inclined to add the city to their consideration list.

Continue reading the main story
?That?s the way we?re going to grow,? he adds.

The research before the campaign began, in the form of focus groups and polling, was ?enlightening,? Mr. Fulop says, in that it revealed that despite the gains Jersey City has made in recent years, it really ?didn?t have a sense of place? the way other nearby cities do.

?Car manufacturers know this well,? he adds, that ?perception trails reality,? so ?we want to lessen that gap.?

?You can redesign? a car model and ?put new features in,? Mr. Fulop says, but ?it takes time for people to appreciate? the changes and think more highly of the model and the brand.

?In 2016-ish, we should pass Newark as the largest city? in the state, he adds, and the hope is that the new theme and logo will help ?create that sense of place? and cultivate perceptions of Jersey City as an ?urban, multicultural? city ?with a lot of things happening there.?

To that end, the ads shine a spotlight on a m?lange of Jersey Citians who form a gorgeous mosiac, to borrow a phrase from a former mayor of another city. There are photographs, taken by Brook Pifer, of men and women of various races and ethnicities, all enjoying themselves in a variety of spots in Jersey City neighborhoods.

Photo

Three agencies are involved in the campaign: HarrisonRand Advertising, Creative Civilians and Development Counsellors International.
Some ads seek to add verisimilitude by identifying their locations by name, including a tavern, Lucky 7, and a restaurant and event space, Liberty House.

Some ads also have headlines that play off the ?Make it yours? theme. For instance, ads set at Liberty House, depicting a happy crowd in the foreground and the Lower Manhattan skyline in the background, carry the headlines ?Make it festive? and ?Make it festive at Liberty House.?

And ads that show six women enjoying what looks like brunch carry the headline ?Make it fabulous.?

Jason Rand, the creative director of HarrisonRand, describes the campaign as ?a branding initiative, in the fullest and most complete sense of the term, building equity and building the brand.?

?People understand the proximity of Jersey City to New York City,? he says, but apart from that few people have a ?sense of place? when it comes to Jersey City.

?That?s why we place an emphasis on the ?City? in ?Jersey City,???? Mr. Rand says, and focus in the ads on amenities like ?food, culture and public spaces.?

The ads are based on ?the stories residents told about the experiences of living in Jersey City,? he adds, and ?in each photo shoot, every individual is a Jersey City resident and every location is a real place in Jersey City.?

?The word ?real? is one we use to describe the brand and its core values,? Mr. Rand says. ?It?s authentic, and it?s real, and there?s a real sense of excitement and a real love of Jersey City that comes through in the photography.?

?It?s a very inclusive campaign,? he adds, ?that wraps its arms around the entire city.?

The theme ?Make it yours? is meant to suggest that ?you could make your life in Jersey City,? Mr. Rand says, because ?it?s a great city to live, to work and to play.?

Continue reading the main storyContinue reading the main storyContinue reading the main story
David Rand, the media director of HarrisonRand, says that Mr. Fulop was not asked to take part or appear in the campaign because it is meant to be ?about a lifestyle and a sense of place.? (David Rand is the brother of Jason Rand and both are grandsons of Harold L. Harrison, who founded the agency in 1941.)

That approach is different from the one taken by many cities and states that want to woo residents, tourists and visitors, which often depict incumbent mayors or governors or use them to provide voice-over narration for commercials.

Mr. Fulop says that he, too, wants to make sure the campaign ?has no political feel? and is only ?about the city.? (The mayor, a Democrat, has been mentioned in news articles as a potential future candidate for higher office; any complaints that ads trying to build interest in Jersey City are really intended to build interest in him would hurt him, and the campaign.)

The media choices for the campaign ?are based on geodemographic mapping,? according to David Rand, and they include ?digital billboards targeting traffic approaching the Hudson River crossings,? posters above the entrances of subway and PATH stations, the interiors and exteriors of buses, the tops of taxi cabs, construction sheds and newspapers.

There will also be mobile ads to appear on the smartphones and tablets of ?people working in downtown Jersey City who are not necessarily living? in the city, David Rand says.

http://www.nytimes.com/2014/10/06/bus ... -urges-make-it-yours.html

A New Effort From a ?New? Jersey City Urges, ?Make It Yours?

The New York Times
OCT. 6, 2014 Campaign Spotlight
By STUART ELLIOTT

Jersey City, once described as "an unfashionable town named after an unfashionable state,? has been having a moment lately, deemed "much transformed" from ?a scruffy ne?er-do-well? into ?a gentrifying bedroom community.? Now, to keep that momentum going, the city is teaming with the Jersey City Economic Development Corporation for a campaign meant to encourage more people to consider Jersey City as a place to live, visit and locate businesses.

The campaign, to begin this week, seeks to further burnish the image of Jersey City, which is benefiting from an increase in residential real estate construction, the arrival of businesses like Starbucks and the relocation there of companies like Forbes Media, which has been in Manhattan since its founding in 1917.

The campaign carries the theme ?Make it yours,? with the word ?yours? tilted for emphasis as if it was italicized. The theme is accompanied by a new logo that presents the ?c,? ?t? and ?y? of ?City? in bold capital letters and the word ?Jersey? on its side, taking the place of the ?I.?

The campaign for Jersey City has a total budget estimated at $1.2 million.

The campaign has a total budget estimated at $1.2 million; plans call for $400,000 to be spent in October. The campaign includes print, digital, streaming and traditional radio, outdoor and transit ads as well as a presence in social media with a hashtag, #JCMakeItYours. The primary target markets are two boroughs of New York City, Brooklyn and Manhattan, along with Bergen County, N.J.

Three agencies are involved in the campaign: HarrisonRand Advertising in Guttenberg, N.J., for the creative duties; Creative Civilians in Jersey City, handling tasks like social media and research; and Development Counsellors International in New York, for public relations and travel marketing.

One goal of the campaign is ?sustaining our growth, increasing our growth, over a period of time,? says Mayor Steven M. Fulop of Jersey City, a former bond trader, Marine and city councilman, who was elected last year.

There are 6,000 units of housing under construction and an additional 12,000 planned ?in the next two years,? he adds, meaning that the city needs to find ?50, 60, 70,000 people who want to move to Jersey City? and make it ?a long-term home.?

?It?s a good problem,? Mr. Fulop says.

Another goal of the campaign is getting Jersey City to be ?in that first line of thinking? when people are looking for someplace to live, visit or locate a business, he adds, along with places like Brooklyn.

?Someone wants to live in Manhattan, they?ll live in Manhattan,? Mr. Fulop says. ?We can compete with families thinking about Brooklyn, Queens,? he adds, as well as with ?empty nesters? in New Jersey counties like Bergen, Essex and Monmouth who are considering downsizing in an urban setting.

The idea is to produce what Mr. Fulop calls ?a mushroom effect,? as people ?make a choice and say, ?I want to live in Jersey City,???? and that influences their friends and families to be more inclined to add the city to their consideration list.

Continue reading the main story

?That?s the way we?re going to grow,? he adds.

The research before the campaign began, in the form of focus groups and polling, was ?enlightening,? Mr. Fulop says, in that it revealed that despite the gains Jersey City has made in recent years, it really ?didn?t have a sense of place? the way other nearby cities do.

?Car manufacturers know this well,? he adds, that ?perception trails reality,? so ?we want to lessen that gap.?

?You can redesign? a car model and ?put new features in,? Mr. Fulop says, but ?it takes time for people to appreciate? the changes and think more highly of the model and the brand.

?In 2016-ish, we should pass Newark as the largest city? in the state, he adds, and the hope is that the new theme and logo will help ?create that sense of place? and cultivate perceptions of Jersey City as an ?urban, multicultural? city ?with a lot of things happening there.?

To that end, the ads shine a spotlight on a m?lange of Jersey Citians who form a gorgeous mosiac, to borrow a phrase from a former mayor of another city. There are photographs, taken by Brook Pifer, of men and women of various races and ethnicities, all enjoying themselves in a variety of spots in Jersey City neighborhoods.

Three agencies are involved in the campaign: HarrisonRand Advertising, Creative Civilians and Development Counsellors International.

Some ads seek to add verisimilitude by identifying their locations by name, including a tavern, Lucky 7, and a restaurant and event space, Liberty House.

Some ads also have headlines that play off the ?Make it yours? theme. For instance, ads set at Liberty House, depicting a happy crowd in the foreground and the Lower Manhattan skyline in the background, carry the headlines ?Make it festive? and ?Make it festive at Liberty House.?

And ads that show six women enjoying what looks like brunch carry the headline ?Make it fabulous.?

Jason Rand, the creative director of HarrisonRand, describes the campaign as ?a branding initiative, in the fullest and most complete sense of the term, building equity and building the brand.?

?People understand the proximity of Jersey City to New York City,? he says, but apart from that few people have a ?sense of place? when it comes to Jersey City.

?That?s why we place an emphasis on the ?City? in ?Jersey City,???? Mr. Rand says, and focus in the ads on amenities like ?food, culture and public spaces.?

The ads are based on ?the stories residents told about the experiences of living in Jersey City,? he adds, and ?in each photo shoot, every individual is a Jersey City resident and every location is a real place in Jersey City.?

?The word ?real? is one we use to describe the brand and its core values,? Mr. Rand says. ?It?s authentic, and it?s real, and there?s a real sense of excitement and a real love of Jersey City that comes through in the photography.?

?It?s a very inclusive campaign,? he adds, ?that wraps its arms around the entire city.?

The theme ?Make it yours? is meant to suggest that ?you could make your life in Jersey City,? Mr. Rand says, because ?it?s a great city to live, to work and to play.?

Continue reading the main story Continue reading the main story

Continue reading the main story

David Rand, the media director of HarrisonRand, says that Mr. Fulop was not asked to take part or appear in the campaign because it is meant to be ?about a lifestyle and a sense of place.? (David Rand is the brother of Jason Rand and both are grandsons of Harold L. Harrison, who founded the agency in 1941.)

That approach is different from the one taken by many cities and states that want to woo residents, tourists and visitors, which often depict incumbent mayors or governors or use them to provide voice-over narration for commercials.

Mr. Fulop says that he, too, wants to make sure the campaign ?has no political feel? and is only ?about the city.? (The mayor, a Democrat, has been mentioned in news articles as a potential future candidate for higher office; any complaints that ads trying to build interest in Jersey City are really intended to build interest in him would hurt him, and the campaign.)

The media choices for the campaign ?are based on geodemographic mapping,? according to David Rand, and they include ?digital billboards targeting traffic approaching the Hudson River crossings,? posters above the entrances of subway and PATH stations, the interiors and exteriors of buses, the tops of taxi cabs, construction sheds and newspapers.

There will also be mobile ads to appear on the smartphones and tablets of ?people working in downtown Jersey City who are not necessarily living? in the city, David Rand says.

http://www.nytimes.com/2014/10/06/bus ... s-make-it-yours.html?_r=0