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:

- Increase awareness among future generations (18-25)
- 1m impressions on our G200 birthday content
- Increased acts of financial support, above business as usual, across subscriptions, contributions, events

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.

- Boosting awareness among our target audience, and affinity among existing readers.
- Achieving 6 million G200 page views.
- Delivered significant financial support across single and recurring reader revenue. And successfully laying the foundations for the next 200 years.

The Guardian - 200 Years, a Work in Progress

CREDITS

Local partners

Gold partners