News & Opinion

The Guardian launches creative campaign for ‘Today in Focus’

The Guardian aims to capture commuters’ attention with ‘Don’t read this poster. Listen to it’ tube ads.

In partnership with in-house creative agency OLIVER, The Guardian has launched new advertising creatives to support its podcast ‘Today in Focus’. The campaign, which launched on 8 April, will run for two weeks.

The adverts feature transcript of audio from recent ‘Today in Focusepisodes – one on climate change and another on Brexit – with an attention-grabbing call-to-action: ‘Don’t read this poster. Listen to it’.

Targeted at commuters, the design of the ads play on the tube-car setting and the benefits of listening while on the move to suggest making ‘Today in Focus part of the everyday journey.

The ads have also been adapted to appear in print in The Guardian and on social media.

Kate Davies, head of brand and awareness, Guardian News & Media said: “I am hugely proud of the concept behind this design, especially as it is one of the first times we have taken campaign creative for ‘Today in Focus beyond our own Guardian channels. We know people often listen to podcasts when they are on the move, so this felt like a natural next step in reaching potential new listeners during their commute to work, while also providing an impactful design for use in print and on social.”

Sam Jacobs, creative director of The Guardian’s in-house OLIVER team, added: “Today in Focus has been a pleasure to work on. Every day it offers a brilliant, inspiring listen and it’s the perfect commute companion. We wanted to raise awareness of The Guardian’s essential daily podcast and let tube commuters know that instead of staring at their social media or avoiding eye contact with the person opposite them they could listen in and discover the story behind the headlines.”

Launched in 2018, ‘Today in Focus’ is hosted by Anushka Asthana and draws on the expertise of The Guardian’s journalists and correspondents from around the world to discuss major news stories.

Souce: The Guardian

by Hannah Ohm Thomas 10/04/19

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