BDDH gives Guardian a brighter look

The Guardian is about to kick off its first brand campaign since the gritty black-and-white ’points of view’ ads that ran in the 80s.

The Guardian is about to kick off its first brand campaign since

the gritty black-and-white ’points of view’ ads that ran in the 80s.



Partners BDDH, the Guardian’s new creative agency, has put together a

campaign designed to underline the newspaper’s independence from

proprietorial interference and to shake off outdated perceptions held by

non-readers.



It introduces a new look, which is brighter, lighter and aims to make

the newspaper appear more fun. The catchline, which will appear in all

advertising, is ’Free thinkers welcome.’



The drive begins in early September with a 96-sheet campaign focusing on

the newspaper’s independence. The posters show four paper-chain figures

representing the national broadsheets. One figure, made from Guardian

paper, is shown escaping from the other three along with the line, ’No

proprietor. No ties.’



The same paper man will appear on fly posters around the 96-sheets. The

campaign will move on to television with spots highlighting the benefits

of freedom.



The campaign was written by John Dean and art directed by Simon

Green.



Green said: ’We want to remind people, particularly infrequent readers,

that the Guardian is witty and colourful and a lighter read than some

people might think. We want to celebrate its independence.’



The outdoor and TV activity will be supported by ads in the Guardian and

the Observer and images of the cut-out paper man are expected to appear

around the newspaper’s Farringdon offices. Media is by New PHD.



The advertising activity comes a month after the News of the World

rolled out a brand-building campaign underlining its role in the

traditional British Sunday.



Observers will be waiting to see whether other national newspapers will

follow with their own brand-focused efforts to take their marketing

beyond the price- and promotion-led campaigns favoured in recent

years.



While other papers are known to be planning above-the-line drives, most

are expected to wait until October, when core readers have returned from

summer breaks.



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