BRIEF
In 2021, the Guardian turned 200. The brief was to celebrate the milestone with existing readers whilst gaining new subscribers and supporters.
Our objectives:
STRATEGY
Most brands, when turning 200, would choose to celebrate past achievements. But the Guardian chose to focus on what comes next.
Since the very beginning, their mission was to make the world a better, fairer place for everyone. This was the truth we needed to bring to life.
CREATIVE SOLUTION
The Guardian. For 200 years, a work in progress. A campaign with copywriting as bold as the newspaper itself, and art direction drawing upon 200 years of cherished typography. It comprised multi-city OOH, with special builds in meaningful and poignant locations – alongside press, display, social, film and limited-edition editorial collaborations.
RESULTS
It was one of The Guardian’s best performing campaigns.