Newspaper advertising isn’t known for its strikingly inventive art direction. St Luke’s campaign for i newspaper is about to change that. The campaign uses an eye-catching visual collage to highlight the paper’s open-minded journalism and objective approach to news, borrowing the interest around topical events to make it even more impactful.
Readers will see a question illustrated next to a key protagonist who appears in black and white, while an arresting object depicted in colour suggests a twist and highlights the authoritative insight i brings to the story. With the image placed where the top of the protagonist’s head should be, the creative provides a dramatic attention-grabbing vision of the story. The creative idea is titled, i For open minds, with each campaign execution raising a provocative question about current, topical events. The work launched in press with Vladimir Putin and the question, “Where will the arms race end?”
The campaign will run for four weeks from its September 22 launch, with the first burst running across press, digital and OOH. The executions cover a range of aspects of i including news, politics, sport and world events. The headlines and body copy encourage an even-handed debate about the issue raised, inviting readers to get the objective analysis they need to make up their own minds by visiting inews.co.uk.
Richard Thomson, managing director of i, stated, “We have been impressed with St Luke’s insight and passion for the i brand and we are delighted for them to bring this exciting campaign to life. This is part of a significant growth push for i as we implement a series of digital innovations in the title.”
Richard Denney, executive creative director at St Luke’s, added, “A standout title like i deserves standout creative. We are thrilled with this new campaign that imaginatively captures the essence of i‘s open-minded journalism and brings it to life in a disruptive manner.”
Neil Henderson, chief executive officer at St Luke’s, noted, “i is an iconic title with a unique offering. We are delighted to be tasked with growing the business at a time when the desire for objectivity in news is so prevalent. i has never followed the rules of the newspaper market and this new campaign is no different.”
The i For open mindscampaign marks St Luke’s first work for the i brand since the agency was appointed as i’s lead strategic and creative agency in 2021 without a pitch. St Luke’s has an existing relationship with dmg media and Harmsworth Media groups.
Credits:
Client: Harmsworth Media (i newspaper)
CEO, Harmsworth Media: Nina Wright
Managing Director, i: Richard Thomson
Editor, i: Oliver Duff
Creative Agency: St. Luke’s
Executive Creative Director: Richard Denney
Art Directors: Darren Keff, Graham Storey, Pete Mould & Richard Denney
Copywriters: Phillip Meyler, Phil Cockrell & Matt Harvey
Agency Producer: Christine Sibthorp
Chief Strategy Officer:Dan Hulse
Planning Director: Emma Banks
CEO: Neil Henderson
Senior Account Director: Barnaby Kelly
Head of Art and Design: Pete Mould
Designers: Pete Mould & Vanisha Mistry
