TV
The tv spot launched before the newly redesigned paper hit the streets. The purpose was to seed the idea that everybody sees what goes on in the world from a different perspective.
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PRINT/BANNERS |
| PHASE 1—The first batch of press ads and banners appeared in The Age, on both printed and online versions. Their aim was to announce the upcoming design/layout overhaul. Tagline — ‘See The Age differently’. PHASE 2—Once the new paper was launched, ads and banners supported the brand campaign. Each execution was topical. We had access to the newspaper’s stories and image ahead of time. Because of the pace of news the campaign had to be very flexible. We handed over guidelines so that the newspaper could come up with their own daily ads/banners, while we focused on supporting investigative pieces that could be seeded over time. |
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