At the time, Insignia was New York's largest real estate company in terms of square feet held or managed. They wanted to tout this mildly interesting claim and this was the campaign to do it. I always love the "Metropolitan Diary" stories in the New York Times and used that idea for this NYC-centric campaign. It's a really fun way to make the client's point.
The tagline (world's longest?) is: There are 23 million stories in New York. We've got a square foot for every one of them.