My Most Immortal Ad: Anna Watkins on The Guardian's 'Three Little Pigs

What a gloriously ironic retelling of the Three Little Pigs fable, flipping the simple narrative of good pigs, bad wolf on its head to make the point that no news story can be seen, dissected nor interpreted from one single and simple point of view.  

The narrative unfolds from the front-page headline through to blogs, tweets, UGC footage and reportage covering diverse, conflicting and confusing interpretations of the story from home invasion, insurance fraud, mortgage debt through to social unrest. It brilliantly brings to life The Guardian’s multimedia approach and its new model of ‘Open Journalism’ philosophy championed by Alan Rusbridger, the then Editor-in-Chief:

"Open journalism is journalism which is fully knitted into the web of information that exists in the world today. It links to it; sifts and filters it; collaborates with it and generally uses the ability of anyone to publish and share material to give a better account of the world.”

The direction, rapid cuts and multimedia formats amplify this surreal representation of the pressure in the newsroom, the scouring for sources, the drilling down for different angles and perspectives on a story and the tenacity of The Guardian’s journalists to hunt down and find out the ‘truth’.

This is truly powerful storytelling, inventive, surprising and subversive.