- The Guardian is about to kick off its first branding campaign since the gritty black and white "points of view" advertisements in 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together a campaign designed to underline the newspaper's independence from proprietorial interference and to shake off outdated perceptions of it held by non-readers. It introduces a new look, which is brighter, lighter and aims to make the newspaper look like a lot more fun. The catchline, which will appear in all advertising from now, 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 cut-out paper-chain men, which are meant to represent the national broadsheets. The fourth, made from Guardian paper, is escaping from the other three with the line "No proprietor. No ties."
The same paper man will appear on fly posters around the 96-sheets. The campaign then moves onto television with the films showing the benefits of freedom.
The campaign was copywritten 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 people might think it is. We want to celebrate its independence."
The outdoor and TV activity will be supported by advertisements in the Guardian and the Observer - which is itself planning a campaign based on its cookery writer Nigel Slater - and images of the cut out paper man are expected to appear around the newspaper's Farrindgon offices.
Media is handled by New PHD.