• by Fern Siegel , August 19, 2024

The 100th anniversary of the Harlem Renaissance is honored in a new campaign from New York Times Advertising and its in-house content studio T Brand.

The creative, produced for U.S. Bank, is a first for the newspaper.

It comprises two 12-page zines that pay tribute to the underground press active during this period. It was known as a vibrant age for Blacks artists, writers and musicians and its influence extended nationwide.

The first zine for U.S. Bank focuses on Black wealth and entrepreneurs and debuted in the Sunday edition of The New York Times on August 18.

The Harlem Renaissance was a period of rich cultural artistry from 1917 to the 1930s. The zines were filled with poetry, stories, news, cultural information and political essays. Jacob Lawrence, Langston Hughes, Zora Neale Hurston, Duke Ellington and Josephine Baker were all part of that era.

“These visionaries paved the way for cultural pride and equality, showcasing the brilliance and beauty of Black culture to the world. The first issue, titled Legacy, focuses on the new Black wealth renaissance, exploring the innovative ways in which Black entrepreneurs and creatives are redefining success and prosperity today," Greg Cunningham, U.S. Bank's Chief Diversity Officer, told Agency Daily.

The initial issue details how Black communities are creating intergenerational wealth, such as The Bradfords, a fourth-generation family of ranchers in Oklahoma.

The custom typography of the new zine is called VTC Sarah and was created by Tré Seals. He was inspired by his great-great grandparents' marriage certificate.

The second zine focuses on the contributions of Black artists in various fields. A paid post and FlexXL units will be displayed across The Times’ homepage.