Founded has launched a global campaign for the FT Weekend to raise its awareness in the lifestyle space. The campaign is currently running across multiple channels including OOH, taxi tops, digital, social and print.
FT Weekend, the home of lifestyle, arts and culture coverage, appointed Founded as the lead creative agency to bring the campaign to life through a multi-channel approach. The campaign disrupts by playing on misperceptions and inviting more readers to join the FT Weekend tribe.
The campaign’s objective is to overcome a view that FT Weekend is just a weekend digest of the weekday FT newspaper. Instead, with its own dedicated team of experts and in-depth pieces, it is one of publishing’s best kept secrets. Loved and cherished by those who discover it, the initiative raises awareness amongst those for whom it is simply not on their radar.
Damian McGee, Managing Partner at Founded, said: “The campaign celebrates the weekend, a time when FT Weekend readers can truly indulge their minds and relax without switching off. The creative idea puts the unique FT Weekend content at its heart in a charming and visually compelling way.”