Readership of ‘The Economist’ is a select club. The client wanted to widen that club by telling potential readers that they were more of an Economist reader than they thought. The perceived negatives, such as dullness, being UK-centric and focusing purely on economics, had to be tackled. We produced a campaign that built on the tonality of the famous red and white campaign but made the ads more accessible. We used the skills of leading illustrators and copy that extolled the as yet unrealised virtues of ‘The Economist’ to the target market. We also used more personal media than the usual 48 sheets – full page press ads in quality newspapers and cross tracks in London Underground stations. We produced a campaign that built on the tonality of the famous red and white campaign but made the ads more accessible by using illustrations by leading illustrators and copy that extolled the virtues that the target market didn’t yet realise about The Economist. We also used different (more personal) media than the usual 48 sheets.Full page press ads in quality dailies/Sundays. Cross tracks in London Underground stations.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.