A highly effective print campaign advertising print media… in 2019

Rumours of its demise have been slightly exaggerated — It’s no secret that when it comes to consuming media, digital is now the norm. But for The Guardian, paper still has a lot of currency. This campaign extols the joy of print — and highlights what our readers tell us they love most about our paper. In a series of tube car panels, we made a gentle nod to digital detoxing, with a softly nostalgic tone, while celebrating the analog experience of the newspaper. With The Guardian fast approaching the end of a three-year plan to break even - for the first time in over two decades - the success of the campaign was critical.