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In 2021, the Guardian turned 200, and the newspaper wanted to celebrate the milestone with existing readers whilst gaining new subscribers. Instead of celebrating past achievements, the Guardian chose to focus on what comes next, as shown in the campaign strapline, For 200 years, a Work in Progress. The campaign centred on copywriting as bold as the newspaper itself, and art direction that drew upon 200 years of cherished typography. It became one of The Guardian's best performing campaigns.