Guardian runs campaign to support Sat magazine launch

Newsbrand asks readers if they have 'Forgotten how to Saturday?'

Have Guardian readers forgotten how to Saturday?
Have Guardian readers forgotten how to Saturday?

The Guardian has rolled out a marketing campaign to support its new magazine, Saturday, which launches this weekend.

The campaign, "Forgotten how to Saturday?" aims to connect with readers looking to bring “energy and inspiration” back to their weekend.

The creative features a video ad, podcast reads and a host of digital, print and out-of-home creatives. A 30-second spot will appear across All 4 and in cinemas in September and October, podcast reads will run on Acast, and out-of-home ads will appear on billboards in London, Manchester, Bristol and Brighton.

The video focuses on three bold and colourful scenes of people forgetting common weekend activities, including a woman being unfamiliar with what to wear on a night out, another trying to make sense of an insurmountable pile of books to read and a man who is so used to watching TV he tries to bring a painting to life with a remote control.

All three scenes nod to the fashion, literature and culture that will be covered in each edition of the Saturday magazine. The 100-page glossy features interviews, picture stories, book reviews, lifestyle features, style and gardens content and a "sustainable focus" on travel.

The Guardian worked in partnership with in-house creative agency Oliver and media agency PHD.

Joel Midgley, head of brand at Guardian News & Media, said: “We began with a very clear idea of reintroducing our readers to the joy and excitement of the weekend and, through our collaboration with Oliver, have landed on a set of bright and visually striking creatives that represent our vision for the new magazine. 

“The campaign is deeply rooted in Saturday’s journalism, showcasing the weekly magazine as a way for readers to make the most of their weekend; uncovering new ideas and discovering different perspectives and ways of living that will enrich their lives.”

Oliver creative director Sam Jacobs said when he picked up the brief he was “confused” about what to do on Saturdays after emerging from months of lockdown.

Jacobs said: “After a quick flick through the beautifully designed new magazine, it all started flooding back. Ah yes, going to museums, getting dressed up, taking in a show, a concert, or just reading a great book rather than throwing one on the pile – I too had completely forgotten how to Saturday."

The Guardian, Forgotten How To Saturday - Campaign credits


GCCO: Rodrigo Sobral

ECD: Rob Kavanagh

Creative Director: Sam Jacobs

Creative Director: Rae Stones

Design Director: Liam Smith

Designer: Christopher Evangelista

Planners: Rachel Hatton, Dan Perry

Client Services Director: Suzanne Partridge

Account Lead: Izabela Pawlowska

Project Manager: Natasha Bannister

The Guardian:

ECD: Alex Breuer

Deputy Creative Director: Chris Clarke

Marketing Director: Kate Davies

Head of Global Brand Marketing: Joel Midgley

Senior Marketing Manager: Kate Robarts


Agency Production Company: OLIVER

Producer: Eleanor Lambert

Post-Production Executive Producer: James Royce

Production Company: Agent At Large

Director: Joe Giacomet

Stylist: Karen Munnis

Art Director: Amelia Tavenner

Producer: Andy Gordon

Editor: Matthew Prickett

Senior Creator (Animation): Wayne Langley

Sound Design: Dave Robinson

Colourist: Alex Ugarow

Voice Over: Diane Morgan

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