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. So the perceived negatives of dullness, UK-centricity and only being about economics had to be tackled. We produced this advert as part of 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 the target market didn’t yet realise about 'The Economist'. We also used more personal media than the usual 48-sheets.
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