The Guardian & Observer Newspapers
Buying and reading the newspaper is a ritualised activity. But the first lockdown in 2020 turned all our usual routines upside down. We positioned the newspaper as an integral part of our readers’ new normal. We worked with Leon Elder, AKA Leilo, to illustrate the joy of life with our newspaper.
The campaign ran across out of home, display, social and press.
And we won Best Integrated Campaign at the Drum Design Awards.
Animated video for social
Katie and I created the storyboard and worked closely with animation studio More to create a playful story about one woman's morning with the paper...
We developed more characters across radio and press. In radio, we told the story of people whose lives would be improved, more than they could imagine, just by subscribing to the paper. They were a joy to write and record.
Creative Director: Sam Jacobs
Creative Team: Octavia Welby, Katie Howe-Dalgleish