The Guardian launches first Australian advertising campaign
The Guardian has launched its first Australian advertising campaign that emphasises the British newspaper’s long heritage but also its new Australian voice.
The UK newspaper launched a digital only operation, headed by deputy editor Katharine Viner, in May this year poaching a number of high profile journalists, including David Marr, Lenore Taylor and Katherine Murphy.
The digital campaign, was created by Sydney creative agency Churchward/Melhuish and features three separate pieces of creative that emphasise the newspaper’s Australian voice, global readership and editorial independence.
Ian McClelland, The Guardian’s managing director said: “We were impressed with Churchward/Melhuish’s eagerness to work with us, their passion for our organisation. and their adeptness in communicating simply but playfully our core strengths of integrity, independence and massive global reach. We look forward to working with them again.”
“We never thought we’d be writing headlines for The Guardian, we’ve been fans for years, it’s an honour to now work for them” said Julian Melhuish, creative director at Churchward/Melhuish.
You can view the all new ads here:
Nic Christensen
To read this week’s cover story ‘Who is afraid of the Online Invaders’ download the weekly edition of Encore available for iPad and Android tablets. Visit encore.com.au for a preview of the app or click below to download.
It’s actually like the Financial Times’ ad campaign from a number of years ago, but suits the Guardian’s style… though it’s no ‘Three Little Pigs’ campaign!
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Reminds me of AFR print ads at first glance
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reminds me of The Economist ads.
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Reminds me of old Apple ads… and Microsoft Paint. Moo.
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This perfectly illustrates the state of Australian advertising versus that of the UK. There they have Three Little Pigs, here we get this. Tragic. Comic.
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Booooooooooor…ing! So even if I want to react to the ad, where do I go , what do I do, how do I act.
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Didn’t they just rip of Fairfax ads???? Independent
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