Creative in association withGear Seven

Guardian Launches Major New Brand Campaign

Advertising Agency
London, UK
TV ad brings ground-breaking “open journalism” to life


The Guardian today launched a major brand campaign to showcase its ground-breaking open journalism and multi-platform credentials.
The TV advert will illustrate the Guardian’s new model of journalism through an ironic retelling of the classic fairy tale “The Three Little Pigs”, and has been directed by Ringan Ledwidge who is widely regarded as the industry's leading commercial director. It premiered last night with a two-minute spot on Channel 4 and its associated channels at 10.10pm.
The campaign, which has been devised by award-winning creative agency Bartle Bogle Hegarty (BBH), will feature a series of TV, cinema, outdoor, press and digital ads. The TV ad will be exclusive to Channel 4 and all its channels. There will also be a 24-hour “takeover” of the UK YouTube homepage. The strapline - “The Whole Picture” - was first used in the celebrated “Points of View” Guardian ad in 1986.
The 2012 film recognises that the way people consume news in the digital age has changed dramatically and shows that the Guardian remains committed to producing outstanding journalism and giving our readers the whole picture - in whatever form they choose to receive it.
Every month the Guardian website reaches 30 million unique users across the globe, making it the fifth most popular newspaper site in the world. These users access the site on 63 million unique browsers or devices (source: Comscore Dec 11, ABC Jan 2012). Guardian content is being opened up to new audiences, as demonstrated by our Facebook app which has been installed over 6 million times and has 3.7 million monthly active users, of which 52% are 24 years old and under.
Alan Rusbridger, editor-in-chief, Guardian News & Media, said: “The Guardian has championed digital innovation and a unique, open model of journalism. Open is our ‘operating system’ - a way of doing things that’s based on a belief in the open exchange of information, ideas and opinions and its power to bring about change. This campaign is designed to bring that philosophy to life for new and existing readers, to demonstrate its benefits, and to create a clear space of our own in the public mind.”
Andrew Miller, chief executive officer, Guardian Media Group, said: “We’re giving voice to our brand at a time when the Guardian is evolving from a newspaper into a truly multi-platform, global and digital-first organisation. We are becoming even more focused on our consumers and customers, and beginning to shape our activity around a more sophisticated understanding of our audience. The aim is to reach progressive audiences and show them why they should spend time with us. We’ll also be talking to commercial partners about how they can benefit from our open model and our large, engaged and progressive readership.”
David Kolbusz, creative director, BBH, said: "We wanted to help consumers better understand how the Guardian’s practice of Open Journalism actually worked.  As massive fans of the brand it was an exciting, yet daunting challenge.  In the end, we settled on what is essentially a product demo.  We just tried to make it as entertaining as possible.”
The Guardian ‘The Three Little Pigs’:
Creative Credits
Client Credits - The Guardian
David Pemsel, Marketing Consultant
Richard Furness, Head of Sales and Marketing, The Guardian
Anna Hayman, Marketing Manager, The Guardian
Media Buying Agency – PHD
Toby Nettle, Media Planner
Creative Agency - BBH
TV Credits
BBH Creative Director: David Kolbusz
BBH Creative Team: Matt Fitch & Mark Lewis
BBH Producer: Davud Karbassioun
BBH Production Assistant: Genevieve Sheppard
BBH Head of Strategy: Jason Gonsalves
BBH Team Director: Ngaio Pardon
BBH Team Manager: Alex Monger
BBH Team Assistant: Katie Burkes
Print credits 
BBH Creative Team (Print): Carl Broadhurst and Peter Reid
BBH Head of Art: Mark Reddy
BBH Print Producer: Sally Green
BBH Creative Director: David Kolbusz
BBH Head of Strategy: Jason Gonsalves
BBH Team Director: Ngaio Pardon
BBH Team Manager: Alex Monger
BBH Team Assistant: Katie Burkes
Production credits
Production Company - Rattling Stick
Director: Ringan Ledwidge
Producer: Chris Harrison
DoP: Franz Lustig
Editor/Editing House: Richard Orrick (Work post)
Post Production (Graphics + CGI effects):  The Mill London
Sound Design: Will Cohen & Sam Brock
Music: Phil Kay (Woodwork Music)
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