Today, the Guardian is launching its first US advertising campaign, building on the highly-acclaimed “Three Little Pigs” and “Own the Weekend” efforts. The Guardian partnered with BBH New York to launch #VoiceYourView, an original and provocative campaign that cleverly merges the Guardian's editorial voice with its distinctive strategy of open journalism.
Here's how it works: The outdoor ad campaign uses the illustrations of Noma Bar to depict both sides of a core political debate in the US: individual freedom versus government regulation. The campaign addresses internet privacy, gun control, women in the military and the use of condoms in the adult film industry. These illustrations will appear at key locations in New York, Chicago, Los Angeles and San Francisco as outdoor ads and mobile billboards. Each illustration represents one side of an issue; when flipped it cleverly illustrates the opposite view.
People are encouraged to take a photo of the side they support and upload the photo to Instagram and/or Twitter using the hashtag #VoiceYourView.
will capture submissions and track votes on all the issues. The site will also include Guardian articles to introduce readers to open journalism and the Guardian as a whole.
Agency: BBH New York
Client: The Guardian
Chief Creative Officer: John Patroulis
Creative Director: Caprice Yu
Art Director: Devon Hong
Copy Writer: Matt Clark
Art Buyer: Deb Spokony
Print Production: Lauren Fertitta
Head of Strategy: Sarah Watson
Strategy Director: Colleen Leddy
Strategist: Sam Jesse & Angela Sun
Account Director: Rossa Hsieh
Account Coordinator: Marshall Kerns
Mechanical Artist: John Connolly