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Three Little Pigs

Award: Yellow Pencil

Yellow Pencil / TV & Cinema Advertising / TV Commercials 61-120 seconds / 2013

Newspapers are facing an uncertain future. As print circulation and sales continue to fall, more and more people are turning to the internet for information. Our task was to promote The Guardian’s new model of ‘open journalism’ and demonstrate the brand’s multi-media credentials as it evolves from a newspaper to a digital-first organisation. The film imagines how The Guardian might cover the tale of the ‘Three Little Pigs’ following the story from the paper’s front page headline, through a social media discussion and finally to an unexpected conclusion.

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