The Guardian Weekly: Break Glass

In a post-Brexit era, the news brand hopes to target new readers for Guardian Weekly with a series of street placements around Berlin, powered by OLIVER, its in-house creative agency of four years. The Guardian has launched a fresh marketing push for its international news magazine, Guardian Weekly, in the German capital. Germany is the largest of the EU markets for the publication, with a growth of 54% since its relaunch in 2018. The news brand has installed interactive street placements in Berlin to encourage passersby to take complimentary copies of Guardian Weekly. The visuals are striking, using some of the most iconic covers produced over the last 12 months. The Guardian’s reader research shows that European readers and in particular, Germans look to the news brand for a global perspective. They value its investigative journalism, reporting on transnational issues including the climate crisis and news and opinion around EU politics.