Austin is changing. Small businesses are closing left and right, and Frost wanted to show their commitment to the people and spirit of Austin. So, we partnered with the Austin American-Statesman. The 153-year-old local newspaper had stopped printing its Saturday edition in 2022. We brought it back—with a twist.
We infused the entire edition with Frost's brand design, bought out every ad space, and donated it to 62 local small businesses—some were Frost's customers, many were not. It's Exactly What You Unexpected.
LAUNCH DAY
To bring it to life, we hosted a launch event at the base of Frost Tower, distributing papers along Congress Avenue, a major thoroughfare in Austin, Texas. Custom-designed newspaper stands popped up across the city in high-foot-traffic areas and were mailed directly to subscribers—making sure the return of The Saturday Edition reached far and wide.
