The Guardian & Observer Newspapers

Guardian Newspapers

NATIONAL MULTICHANNEL CAMPAIGN

HELPING READERS DISCOVER THE JOY OF PRINT

Challenge

Buying and reading the newspaper is a ritualised activity. But the first lockdown in 2020 turned all our usual routines upside down.

Idea

We positioned the newspaper as an integral part of our readers’ new normal, twisting JOMO (Joy Of Missing Out) into JOP (Joy of Print).

Guardian Newspapers Socials Joy of Print.gif

Result

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.

I wrote the copy across all assets: press, radio, OOH, display, Google Adwords, social, CRM, and the onboarding DM.

VIDEO
My creative partner 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.

DAX RADIO

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

Illustrator: Leilo