Guardian Australia launches first brand campaign via Howatson+Co

Guardian Australia has launched its first-ever brand campaign as part of a multi-year growth strategy, produced by Howatson+Co with OOH partner JCDecaux.

The film and dynamic digital assets will be released via TV, digital, OOH and cinema, with the OOH component live nationally now and TVCs in the coming weeks.

The campaign focuses on some of Guardian Australia’s core editorial themes: the fight for progress in women’s equality, Indigenous rights and the climate crisis. It includes a live headline component that the news organisation curated with JCDecaux, which is expected to go live in August.

In peak travel times during the morning and afternoon, commuters will see Guardian headlines and brand campaign artwork appear on train station screens, large format sites and street furniture nationally, spotlighting top news stories of the day.

Director of growth at Guardian Australia, Jocelin Abbey, said: “Integrating Guardian headlines into the daily routines of Australian news consumers will not only improve their commuter experience, but it will address the growing demand for independent, fact-based reporting, and scale access to it at the same time.

“By highlighting our unique brand of journalism, we will engage audiences seeking values-aligned media options, and inspire them to join our supporter community.”

JCDecaux chief commercial officer, Max Eburne, added: “This innovative partnership will demonstrate the power of promoting both brand and product alongside one another across a suite of Out-of-Home inventory that reaches consumers in receptive and targeted environments.”

OOH still images campaign credits

Creative – Howatson+Company

Production company – Exit Films

Director – Tim Georgeson

Archive producer – Lisa Savage

Archive researcher – Jayson McNamara


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