London International Awards
2022 Winners and Finalists
Silver
Design
Art Direction Campaign
| Entrant: | OLIVER, London |
| Brand: | the Guardian - Guardian 200 Years |
| Title(s): | "A Work in Progress", "We Weren't Born Yesterday", "To be cont...", "The Cat Among the Pigeons / Reader Funded not Billionaire", "For Facts' Sake" |
| Corporate Name of Client: | the Guardian |
| Chief Marketing Officer: | Kate Davies |
| Client Producer : | Ben Longden |
| Client Design Director : | Alex Breuer |
| Agency: | OLIVER, London |
| Global Chief Creative Officer: | Rod Sobral |
| Executive Creative Director: | Rob Kavanagh |
| Creative Directors: | Sam Jacobs/Rae Stones |
| Art Director: | Liam Smith |
| Agency Planner: | Dan Perry |
| Director - Independent Films: | Tony Barry |
| Color Company: | Youngster |
| Colorist: | Seamus O'Kane |
| Sound Design Company: | Wave |
| Sound Designer: | Parv Thind |
| Post Production Music, Domino Publishing: | Jon Hopkins |
Description:
In 2021, the Guardian turned 200. The brief was to celebrate the milestone with existing readers whilst gaining new subscribers and supporters.? ? 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 beginning, their mission was to make the world a better, fairer place for everyone.?And it’s a mission far from being finished – as our campaign strapline acknowledged: The?Guardian – For 200 years, a work in progress.
Our campaign centred on copywriting as bold as the newspaper itself, and art direction?that drew upon?200 years?of?cherished typography.?It 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.??