The arrival of the UK’s ‘Royal Baby’ – Prince George, the first-born son of Prince William – generated a huge wave of global hype. We wanted to do something heartfelt that could be more than just a commemorative ad tucked away inside the paper’s pages. It had to be something big and bold, capable of creating headlines itself, but we also wanted something that would make people smile. We decided to rebrand the iconic paper for one day only, turning The Sun into The Son. One of the major risks we took was staking our entire project on the Duchess of Cambridge giving birth to a boy, but luckily for us our gamble paid off. The Son sold 2,229,074 copies becoming the UK’s best selling newspaper. The unique design is now a collector’s item and people all over the world were talking about it.
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