is a branch of the newspaper giant, The Independent. It is a concise, cheaper
version of The Independent that costs only 20p, with all the content of the
broadsheet in the size and convenience of a tabloid.
The brief was to make i (The essential daily briefing
from The Independent) the most read newspaper amongst students. The campaign
was to be set around a campus to engage new readers in the student community. I
wanted to emphasis that this paper was coined 'the essential daily briefing'
and play on the fact that it was packed full of information, so I looked at it
like it was filling the missing part of the readers day.
I chose the jigsaw piece to play on that, I implemented
this is poster form, with supporting media based around the campus.
As you can see the jigsaw piece is made up of a QR code,
this is to engage a social media aspect to the campaign. Once scanned by
any smartphone, the user is taken to a Facebook group for the paper, where
he or she can download a voucher to redeem at WHSmiths for a free copy of i.