Keen-eyed readers might spot a few similarities in this ad for the Athens-based freesheet (above left): Same wires. Same number of mice. Same colours. But rather odd copy that grates in translation. Needless to say, no mention of The Guardian or W&K either. Copyright infringement or an Athenian vote of confidence? Neither, as far as W&K is concerned. "That's it," a truculent W&K insider says. "We're boycotting ouzo and taramasalata."
Since it was unveiled last March, Wieden & Kennedy's work for The Guardian has become the Marmite of newspaper advertising - you either love it or you hate it. The Greek paper LiFo is clearly in the former camp.