Mail & Guardian Newspaper: Britney

TBWA Hunt Lascaris was briefed to create a campaign that communicates the news values of the Mail & Guardian newspaper and reaffirm its position as South Africa’s leading source of serious news, investigative journalism and high-level analysis. It is, basically, the paper of the intelligentsia. "So rather than doing a very serious campaign about what the paper stands for, we decided to do an amusing copy-driven campaign about what the paper does not stand for. Like many other countries, SA’s mediascape has no shortage of publications brimming with frivolous, banal, infinitely inconsequential celebrity news. The M&G is different. We won’t cover Britney Spears – except in the most unusual, and sober, circumstances," said creative director Nicholas Hulley.