Brief
Visit top media buying agencies and engage them about the Guardian’s ‘#WeOwnTheWeekend’ campaign, which speaks to owning the weekend through their breadth of weekend publications. Secondly, highlight new publication ‘Cook’
Insight
With the Guardian’s breadth of publications, including new addition 'Cook' you can now not only own the weekend but baking too!
Idea
The Weekend On A Cake. Fusing two messages into one deliciously, simple and edible take-away. Presented as a four foot high, grab-a-slice-of-the-weekend extravaganza. Media buyers could fill their boots whilst reading about how they were going to #OwnTheWeekend. The engagement was supported by an incentive to share moments of themselves owning the weekend to win an iPad mini driving mass engagement and press coverage of the campaign.