The San Francisco Examiner

Once called the Monarch of the Dailies, “The Ex” is a storied newspaper once owned by William Randolph Hearst and known for its pluck. It is part of San Francisco culture but after two recent ownership changes, it’s now trying to rediscover its voice, readers and yes, advertisers.

Among the latter, the paper was missing out on ads from real estate developers. Enter 16 Rays. We know that crowd, we said. So we created a print campaign and video presentation aimed squarely at builders and the media buyers who spend their ad dollars. It was a classic business to business project. But it was designed and written cleaner than even the shiniest SOMA condo. The result? We had no idea the Ex was back like this, the builders said. Where do we sign up? We just chuckled. After all, the ideas were all ours.