EmailToday the Guardian launches its first national advertising campaign in the US. "VoiceYourView," developed in partnership with creative agency BBH New York, showcases the Guardian's distinctive editorial voice and ground-breaking model of open journalism to US readers and advertising agencies.
Building on the award-winning "Three Little Pigs" and "Own the Weekend" campaigns, the outdoor ad campaign uses the illustrations of Noma Bar to depict both sides of a core political debate in the US: individual freedom versus government regulation. The campaign addresses internet privacy, gun control, women in the military, and the use of condoms in the adult film industry. Each illustration represents one side of each issue; when flipped it illustrates the opposite view.
The campaign integrates mobile and social elements: viewers can take photos of which side of the issue they support and upload them to Instagram and Twitter using the hashtag #VoiceYourView. A microsite (voiceyourview.guardiannews.com) will capture viewers' submissions and track their votes in real time. The microsite will include Guardian coverage of these issues to help readers and advertisers build a broader understanding of each issue and the Guardian as a whole.
The outdoor ads will appear at targeted locations in New York, Chicago, Los Angeles and San Francisco. The Guardian is also planning in-agency "Lunch & Learns" for media executives and planners to increase campaign engagement and brand awareness.
"The Guardian has championed open, collaborative and innovative journalism," said Jennifer Lindenauer, director of marketing & communications for the Guardian US. "This campaign embodies that spirit with provocative illustrations that engages our readers on a set controversial issues. It is a reflection of our commitment to covering the whole picture."
"The campaign is designed to get people to voice their opinion about controversial issues at the heart of the political debate in the US," said Caprice Yu, creative director for BBH New York. "As the Guardian's first US campaign, we wanted to engage viewers by blending outdoor ads, social media and the provocative illustrations of Noma Bar in a way that's never been done before," she added.
In January, the Guardian announced record-setting US traffic, which topped 12.5 million monthly unique visitors and is growing at a year over a year rate of 31%. The latest figures surpassed the Guardian's previous US record of 11.8 million monthly unique visitors in October 2012, and is up from 10.9 million unique visitors in December 2012.
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Media Contact:
Gennady Kolker, the Guardian
gennady.kolker@guardiannews.com
mobile: 925-437-4522
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To view the campaign microsite: voiceyourview.guardiannews.com
About Bartle Bogle Hegarty (BBH)
BBH is a full-service creative company. In North America, the agency has offices in New York and Los Angeles, and its clients include AXE, Bailey's, British Airways, Cole Haan, Google, Johnnie Walker, PlayStation, Vaseline, Westin Hotels & Resorts and World Gold Council. In 2011, BBH NY was named to the Creativity "A-List" of the 10 most creative shops of the year, and the agency ranked first among the "2011 Most Awarded in Digital in the World," according to The Gunn Report. BBH NY has been named 4A's U.S. Mid-Sized Agency of the Year four years running; BBH LA specializes in the development of innovative brand content solutions. Further information is available at our website, www.bartleboglehegarty.com.
Creative Credits
Agency: BBH New York
Client: The Guardian
Chief Creative Officer: John Patroulis
Creative Director: Caprice Yu
Art Director: Devon Hong
Copy Writer: Matt Clark
Art Buyer: Deb Spokony
Print Production: Lauren Fertitta
Head of Strategy: Sarah Watson
Strategy Director: Colleen Leddy
Strategist: Sam Jesse & Angela Sun
Account Director: Rossa Hsieh
Account Coordinator: Marshall Kerns
Mechanical Artist: John Connolly
About the Guardian US
Guardian News & Media (GNM) is the publisher of the US news website www.guardiannews.com, the Guardian and Observer newspapers and guardian.co.uk website in the UK. The Guardian US is a New York-based digital newsroom that covers American news for an online, international audience. Guardiannews.com merges the innovation and energy of a start-up with groundbreaking, award-winning journalism and backing of the Guardian's global brand.
