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Harmsworth Media (i newspaper): Criminally Underpaid?
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St Luke’s, creative agency, is launching its first campaign for i newspaper, bringing to life the brand’s impartial stance and highlighting its open-minded journalism and objective approach to news. The multi-media campaign launches on 22nd September for four weeks, with the first burst running across press, digital and OOH. The creative idea is titled ‘i For open minds’, with each campaign execution raising a provocative question about current, topical events. 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 offers a dramatic, disruptive and striking vision of the story. The work launches in press with Vladimir Putin and the question “Where will the arms race end?” A starter pistol is shown coming out of his head with a nuclear cloud billowing out from the end of the barrel. This will be supported by a further tactical execution featuring Liz Truss and a red defibrillator box held up like the iconic budget box, with the question: ‘Could Truss tax cuts revive the nation?’ 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.
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