After 174 years, the Ann Arbor News, a traditional newspaper, was going out of print and out of business. In comes AnnArbor.com. They asked us for a campaign that couldn't possibly be used by another online news source anywhere. Make it so local, so Ann Arbor, it couldn't run anywhere else. Which we did. With distinctive images of Ann Arbor in TV, and graphically simple, bold outdoor print and online. All supported by a tagline that invited readers to contribute, "Know+Tell."