If you’re going to trust a newspaper, you want it to be clever. AMV BBDO has helped the economist achieve that while also reminding readers that its fair-minded, independent and trusted journalism is needed more than ever. The simple print-only billboards appeal to the intelligence of the reader while showing off the sharp wit of the publication.
The campaign is also perfectly placed to capture the mood of the moment with fake news and world events such as Brexit, the US elections, and the UN Climate Change Summit in Glasgow filling the information landscape.
The campaign begins with four executions, running on the digital screens at Old Street roundabout from Monday 20 to Friday 31 January. UM secured the billboards at the Old Street Roundabout and located in the heart of the technology quarter in East London. Those screens reach approximately 370,000 people daily. The work will roll out to further locations over the coming weeks, including Canary Wharf from Wednesday.
All four executions feature the classic red box of The Economist, each with a sentence intended to provoke audiences’ own thought and analysis:
- Escape the chamber chamberchamber
- Enocomsit rdeeras avhe lradaye wrkode ti uot.
- Alexa’s listening. Say something intelligent. [On rotation with] Siri’s listening. Say something intelligent.
- Cure Imposter Syndrome.
AMV BBDO’s billboards will be supported by experiential commuter outreach in adjacent locations, including handing out coffees in Economist-branded reusable cups, along with free copies of the magazine. The new campaign will also run across The Economist’s subscriber acquisition marketing channels.
Mark Cripps, chief marketing officer, The Economist, commented, “The campaign is designed to remind existing and inform new readers of the high-quality journalism that they can be proud to consume. We assert that we help equip people for the future by distilling the news that matters and by overlaying it with our global perspective and rigorous analysis.”
Nicholas Hulley and Nadja Lossgott, executive creative directors at AMV BBDO, added, “There are few things in advertising as iconic as a whiteout of red Economist headline. We are delighted and excited to help get some more out into the world.”
The campaign coincides with The Economist expanding its coverage ahead of the US presidential election by launching a new 2020 newsletter and podcast called Checks and Balance. It’s also supported by the launch of the refreshed website, www.economist.com.
Credits:
Creative Agency: AMV BBDO
Creative Directors: Nicholas Hulley & Nadja Lossgott
Creatives:
● Echo Chamber – Augustine Cerf & Lauren Peters
● Cure Imposter Syndrome – Etyan Smith & Tim Van Der Mee
● Siri is listening – Andy Vasey
● Enocomsit rdeeras avhe lradaye wrkode ti uot. – Tim Riley
Agency Planners: Craig Mawdsley & Mike Alhadeff
Account Management: Gemma Troup
Business Affairs: Maxine Thompson
Producer: Katie Fewster
Media Agency: UM
Client: The Economist
Chief Marketing Officer: Mark Cripps
SVP, Global Head of Subscriptions Marketing: Mark Beard
