The Indespensable Paper campaign - "Tweeting in print"
With the advent of online news sources and the decline in paper sales globally, we needed a compelling argument to remind readers why the newspaper is still an indispensable source of information. Online media is faster to release information, but often less accurate when it comes to vetting whether or not that information is accurate. We developed a simple, graphic art direction style that enabled us to run a new ad within a matter of hours commenting on a topical issue that had been vetted by our journalists to make this point. We likened it to 'Tweeting' in a print format.
