Today in Focus

REGIONAL TARGETED LAUNCH CAMPAIGN

Getting commuters to sit up and listen

Challenge

The Guardian was launching its first ever daily news podcast: Today in Focus.

They wanted to target London commuters. But with so many ads clamouring for their attention, how could we make sure ours stood out?

Using some good, old-fashioned reverse-psychology, we created a billboard that asked the opposite of what you’d expect: don’t read this.

The ad ran on the London Underground to coincide with the first episode.

And we were lucky enough to get picked up by Campaign's Ad of the Day, as well as winning Best Poster Design at the Drum Design Awards.

Creative Director: Sam Jacobs

Copywriter: Octavia Welby

Art Director: Liam Smith