The Guardian's Warning Against Weekend Anarchy

Last January the Guardian launched a new, tongue-in-cheek campaign to champion its weekend newspapers. In September the Guardian launched two new films in the campaign, ‘Paella’ and ‘Mega Glove’, which retained the overarching satirical premise that the Saturday Guardian and The Observer produce such exciting, varied and rich editorial content that the newspapers effectively ‘own the weekend’.

 
 
Building on the success of the 2013 campaign, which vastly exceeded sales targets, the latest instalment of the Own the Weekend campaign promotes an exciting new lifestyle supplement for the Saturday edition of the Guardian, ‘Do Something’. The monthly magazine will encourage readers to develop new skills, try new experiences, and live more intensely.

 
Last year’s ‘MegaGlove’ and ‘Paella’ films depicted the unfortunate effects when people didn’t buy the Guardian and The Observer. In this next instalment, it’s only fair that the Guardian and The Observer warn people that their papers are now bursting with so much to read and do, they must be used in moderation. 

 
The 60 second film launches on Thursday 9th January and will run on TV, Video on Demand, in Cinemas and Online. It will be supported by press and digital executions, as well as a social media competition which encourages people to look for ‘hidden’ items in the film. @guardian will tweet a new clue every day for 10 days, encouraging people to look for ‘hidden’ items in the film for the opportunity to win a variety of different prizes including Guardian iPad subscriptions, photography classes and theatre tickets.

 
David Kolbusz, Deputy Executive Creative Director of BBH London said: “After the Christmas break, it can be tough to get back into the swing of things.  The Guardian wanted to motivate people to make the most of 2014 by putting more great stuff in their papers. This campaign dramatises what happens if you literally try to do it all.”
  
 
Credits

 
Client names and titles:
Guardian Director of Brand & Engagement: Richard Furness
Guardian Product Marketing Manager: Charlotte Emmerson
Guardian Newspaper Marketing Manager: Jenny Heeley
Guardian Social Media Marketing Manager: Clare Carney
 

Deputy Executive Creative Director: David Kolbusz
Creative Director: Wesley Hawes and Gary McCreadie
Art Director: AK Parker
Copywriter: George Brettell                                                            

    
BBH Producer: Rachel Hough
BBH Assistant Producer: David Lynch
BBH Chief Strategy Officer: Jason Gonsalves
BBH Strategic Business Lead: Zara Mirza
BBH Team Director: Jon Barnes
BBH Team Manager: Fiona Buddery, Jonny Price
BBH Strategy Director: Agathe Guerrier
BBH Strategist: Alana King
 

Production Company: Biscuit
Director: Jeff Lowe
Executive Producer: Orlando Wood
Producer: Kwok Yau
DoP: Ed Wild
Post Production: Ben Turner - The Mill
Editor/Editing House: Mark Burnett - Ten Three
Sound: Sam Ashwell: 750mph