The Gazette: Digital First

•

---

This project for The Montreal Gazette aimed to establish the newspaper's new presence within the world of digital news media. Seamlessly transitioning from The Gazette's previous “Words Matter” campaign, the “Digital First” campaign used familiar elements from the old campaign, but with twists that would solidify the paper's updated role in the digital sphere.

As part of the “Digital First” campaign a concept was developed to transform the newspaper's front cover into a Twitter feed for one issue. Gazette journalists were enlisted to contribute Tweet-form headlines for the front page, while the tweets were updated live on screens in Metro stations.

In TV spots, the typewriter keystrokes of the “Words Matter” campaign were replaced with tablet gestures, encouraging readers to participate in online discussion. Print ads featuring famous lines from literature (Poe, Robert Frost, Melville) and music (Lennon, Dylan) kept with the emphasis on the importance of language from the previous campaign, while simultaneously referring to The Gazette's new digital role with nods to social media, video games, and other digital technologies.

---

360 Campaign:
Agency: Bleublancrouge
Creative Director: Gaëtan Namouric
Art Director: Martin Dupuis
Copywriters: Andrew Lord, Martin Dupuis

---

Twitter Stunt Cover:

Creative Director: Gaëtan Namouric
Art Director: Martin Dupuis
Copywriter: Andrew Lord
Designer: Etienne Goulet

2012 Créa - Print single, Prix
2012 NY Festivals - Finalist Print
2012 NY Festivals - Avant-garde, Silver
2012 Marketing Awards - Newspaper Single, Gold
2012 EXTRA awards (Canada) - Best of show

---

TV - Traffic:
Creative Director: Gaëtan Namouric
Art Director: Martin Dupuis
Copywriters: Andrew Morgan, Andrew Lord
Director: Ian Lagarde
Music: Bam Prod

---