We can all agree that recent news headlines have been less than encouraging. And, as digitally-influenced young adults, student residents are constantly consuming current events, trends, and an overload of information that feel out of their control. The concept of this campaign redefines headlines and allows residents to take back the news they choose to digest.

They are empowered to create their own news, write and rewrite their own stories, and live by a headline they are proud and excited to share. Paired with the nostalgic neighborhood vibe of a bodega, this campaign comes full circle by making residents feel at home creating memories they are proud to share.