RATS: The Real New Yorkers
To land a copywriting internship at BBH—the agency known for zagging—we had one challenge: make NYC rats not just likeable, but preferable.
My answer? Coffee table book.
Coffee table book about rats? YES.
Co-authored by the city’s most misunderstood locals.
It’s targeted at Millennials and Gen Z who’ve just moved to New York - because what better way to decorate your first apartment than with this?
It flips the stigma. Rewires your brain. And gives rats the respect and status they’ve earned.
It worked. I got the job.
Hope it surprises you in the best way
BOOK BELOW: read from left to right.
Link to the whole book here!