The Guardian 'The Three Little Pigs' by BBH

The Guardian has launched a brand campaign to showcase its open journalism and multiplatform credentials.

The TV, digital and print work is the first by Bartle Bogle Hegarty.

The TV ad aims to illustrate The Guardian’s new model of journalism through an ironic retelling of The Three Little Pigs fairy tale.

It was created by Matt Fitch and Mark Lewis, and directed by Ringan Ledwidge through Rattling Stick.

It premièred on Wednesday night and will run on the Channel 4 group of channels and in cinemas.

There will also be a 24-hour takeover of the UK YouTube homepage and a Facebook preview. The strapline, "The whole picture", was first used in the "points of view" Guardian campaign in 1986.


Marketing consultant, The Guardian
Head of sales and marketing, The Guardian
Marketing manager, The Guardian
Media buying agency
Media planner
TV Credits BBH
Creative director
BBH creative team
BBH producer
BBH production assistant
BBH head of strategy
BBH team director
BBH team manager
BBH team assistant
Print credits BBH
Creative team (Print)
BBH head of art
BBH print producer
BBH creative director
BBH head of strategy
BBH team director
BBH team manager
BBH team assistant Katie Burkes
Production credits
Production company
Editor/editing house
Post production (graphics + cgi effects)
Sound design

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