BACKGROUND
The Economist is a newspaper that delivers authoritative insight and opinion on international news, politics, business, finance, science and technology throughout most of the world's main cities
THE BRIEF
To remind the existing loyal readers of the essence and history of the company. While also enticing new potential readers and engaging them in curiosity, ultimately leading them wanting to find out more
To remind the existing loyal readers of the essence and history of the company. While also enticing new potential readers and engaging them in curiosity, ultimately leading them wanting to find out more
TARGET AUDIENCE
The Elite--Highly educated readers (Existing loyalists and new potential readers)
CREATIVE RATIONALE
The big idea of this advertising campaign was to exhibit the long lasting commitment of the company to the classical 19th-century Liberal ideas of its founder, James Wilson
The big idea of this advertising campaign was to exhibit the long lasting commitment of the company to the classical 19th-century Liberal ideas of its founder, James Wilson
To showcase this in the most simplest and yet effective way, words that could be interpreted with double meanings were used to symbolise the principles of 'Liberalism'
The choice of words: 'Hay' (Hey), 'Halo' (Hello) and 'High' (Hi) were used as a cheeky way of introducing the brand to its new potential readers as well as holding the interest of its existing readers through wordplay
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