Transforming Hate into Love: The Power of the WE❤️NYC Campaign

The 'WE ❤️ NYC' campaign was seen by 3.2 billion people and generated over 2.2 billion interactions. Indie agency Founders, founded by Tanya De Poli and Checha Agost Carreño, was one of the agencies responsible for this provocative and controversial idea aimed at uniting New Yorkers and inviting them to participate in solving the problems facing the Big Apple.

The strategy was to create an inclusive and diverse movement, much like the city itself. The agency devised the "WE ❤️ NYC" concept to call for action. This concept (which does not replace Milton Glaser's iconic I❤️ NY) is accompanied by a dynamic logo, in which the classic heart symbol representing the city is replaced by different emojis representing the five boroughs of New York. The agency collaborated with illustrators to create 30 original emojis.

The campaign features headlines highlighting what New Yorkers love, with an ironic and humorous tone typical of the city. Just over a month ago, Mayor Eric Adams and Governor Kathy Hochul unveiled the initiative in Times Square. It immediately went viral and became New Yorkers' top discussion topic. Some opposed the rebranding, generating an unprecedented debate between those against the change and those who supported the "We" stance.

A month after its launch, "WE ❤️ NYC" became the most viral campaign in the city's history, achieving 123 million impressions in the first 48 hours and 3.2 billion impressions without using paid media. Over 2.2 billion people talked about the campaign, and the positive sentiment reached a historic high of 65.4%, according to Brandwatch.

Alongside Founders and the Partnership for New York team, Maryam Banikarim (Maryam B), designer Graham Clifford, and media agency Grain also participated in the campaign. Tanya De Poli (founder and COO of Founders) commented: "There are 8.5 million residents in NYC. This campaign reached 123 million people in the first 48 hours, 16 times the size of the city—the equivalent of two Super Bowls—without a cent of paid media. That kind of virality is what we always strive for in a campaign. We touched a nerve, sparked a conversation, and now, we're going for New Yorkers' action.”

Maryam Banikarim (marketing executive and founder of consultancy MaryamB) added: "Do you like the logo? Don't like the logo? The real question is whether it will inspire you to do something to help the city that WE❤️ ' Our goal was always to attract those who loved NYC to take the reins and help their city. Because, after all, this is our city. And New Yorkers are people who roll up their sleeves and get things done. The conversation has started; now join in and do something for NYC."

Checha Agost Carreño (founder and CCO of Founders) declared: "We set out to awaken New Yorkers with an idea that we sensed could generate different reactions, but not leave New Yorkers indifferent. Seeing the historic results this campaign achieved, we are very proud to have created the most viral campaign in NYC's history.”