Last week The Guardian launched a major campaign to showcase what it terms ‘open journalism' and its multi-platform credentials.
The storyline for the main ad, devised by BBH London and directed by Ringan splices the story of the The Three Little Pigs with recent news stories, all mashed together with a tip of the hat to the power of real-time journalism that's empowered by social media.
The campaign reuses a staple Guardian strapline, The Whole Picture, which was used by the paper back in 1986. As well as the two minute TV spot, a print and digital campaign, a 90 second cinema ad run kicked off yesterday and will run for five weeks.
The spot follows swiftly on the heels of director Ledwidge being ranked by Campaign magazine as the UK's top director for advertising, and the Guardian picking up the mag's award for Medium of the Year. But such accolades don't solve the paper's problem of trying to turn over enough money to stay a going concern without continuing to shrink its workforce when the rest of the mainstream publishing world is seeking to rapidly move itself behind the paywall.
