The Guardian Launches First US Ad Campaign

Today, the Guardian is launching its first US advertising campaign, building on the highly-acclaimed “Three Little Pigs” and “Own the Weekend” efforts. The Guardian partnered with BBH New York to launch #VoiceYourView, an original and provocative campaign that cleverly merges the Guardian's editorial voice with its distinctive strategy of open journalism.

 

 

Here's how it works: The outdoor ad campaign uses the illustrations of Noma Bar to depict both sides of a core political debate in the US: individual freedom versus government regulation. The campaign addresses internet privacy, gun control, women in the military and the use of condoms in the adult film industry. These illustrations will appear at key locations in New York, Chicago, Los Angeles and San Francisco as outdoor ads and mobile billboards. Each illustration represents one side of an issue; when flipped it cleverly illustrates the opposite view.

 

 

People are encouraged to take a photo of the side they support and upload the photo to Instagram and/or Twitter using the hashtag #VoiceYourView.

 

A microsite will capture submissions and track votes on all the issues. The site will also include Guardian articles to introduce readers to open journalism and the Guardian as a whole.

 

Credits

 

Agency: BBH New York

Client: The Guardian

Chief Creative Officer: John Patroulis

Creative Director: Caprice Yu

Art Director: Devon Hong

Copy Writer: Matt Clark

Art Buyer: Deb Spokony

Print Production: Lauren Fertitta

Head of Strategy: Sarah Watson

Strategy Director: Colleen Leddy

Strategist: Sam Jesse & Angela Sun

Account Director: Rossa Hsieh 

Account Coordinator: Marshall Kerns

Mechanical Artist: John Connolly