The One Show
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Category
Brand-Side Initiated & Originated Projects
Annual ID
OS22_BS025M
About the Work
In 2021, the Guardian turned 200. The brief was to celebrate the milestone with existing readers whilst gaining new subscribers and supporters.
Our objectives: Increase awareness among future generations (18-25) -1m impressions on our G200 birthday content -Increased acts of financial support, above business as usual, across subscriptions, contributions, events.
Most brands, when turning 200, would choose to celebrate past achievements. But the Guardian, never one to follow the herd, chose to focus on what comes next. Since the very beginning, their mission was to make the world a better, fairer place for everyone. But it’s a mission that’s far from being finished as our creative platform, and campaign line, acknowledged with its double meaning: The Guardian. For 200 years, a work in progress.
As a news brand, we felt copy should be the beating heart of our campaign. The press, display, social, podcasts, film, emails and DM all had copy led executions crafted to be as bold and provocative as the newspaper itself. For the art direction, we delved into the archives and referenced the historic typography and designs that defined the look of the brand since its founding. The campaign comprised multi-city OOH, with special builds in meaningful and poignant locations –alongside press, display, social, film and limited-edition editorial collaborations.
It was one of The Guardian's best performing campaigns ever: boosting awareness among our target audience, and affinity among existing readers; achieving 6 million campaign page views; delivering significant financial support across single and recurring reader revenue; and delivering an incredible 16% increase in awareness with non-readers – thus successfully laying the foundations for the next 200 years.
Our objectives: Increase awareness among future generations (18-25) -1m impressions on our G200 birthday content -Increased acts of financial support, above business as usual, across subscriptions, contributions, events.
Most brands, when turning 200, would choose to celebrate past achievements. But the Guardian, never one to follow the herd, chose to focus on what comes next. Since the very beginning, their mission was to make the world a better, fairer place for everyone. But it’s a mission that’s far from being finished as our creative platform, and campaign line, acknowledged with its double meaning: The Guardian. For 200 years, a work in progress.
As a news brand, we felt copy should be the beating heart of our campaign. The press, display, social, podcasts, film, emails and DM all had copy led executions crafted to be as bold and provocative as the newspaper itself. For the art direction, we delved into the archives and referenced the historic typography and designs that defined the look of the brand since its founding. The campaign comprised multi-city OOH, with special builds in meaningful and poignant locations –alongside press, display, social, film and limited-edition editorial collaborations.
It was one of The Guardian's best performing campaigns ever: boosting awareness among our target audience, and affinity among existing readers; achieving 6 million campaign page views; delivering significant financial support across single and recurring reader revenue; and delivering an incredible 16% increase in awareness with non-readers – thus successfully laying the foundations for the next 200 years.
2022 Awards
Total Points: 3
Merit
Credits
Agency
OLIVER Agency / London
Art Director
Liam Smith
Creative Director
Rae Stones
Sam Jacobs
Director
Tony Barry
Executive Creative Director
Alex Breuer
Rob Kavanagh
Producer
Ben Longden
Sound Designer
Parv Thind
Global Chief Creative Officer
Rod Sobral
Planner
Dan Perry
Account Lead
Iza Pawlowska
Colourist
Seamus O'Kane
Marketing Director
Kate Davies
Post Production Music
Jon Hopkins
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