For The Guardian, big news moments means more people reading the news. They wanted tomake the most of the public’s interest in article 50 being triggered to encourage people to become supporters and give regular financial contributions to the paper.
For me, Britain’s decision to leave to EU felt like a messy divorce. I came up with the idea of yellow flowers on a blue background to represent the EU flag and the UK’s relationship - my colleague then added a smashed vase to give the scene a sense of drama.
The creative was shown in digital OOH around London as well as on The Guardian’s social media, emails and in print. Not only did traffic increase to the supporter micro site, it became a key part of the creative suite that helped The Guardian win Brave Brand of the Year 2017.
Companies
OLIVER Agency
- Advertising
The Guardian
- Publishing