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04.30.13

The Guardian "Voice Your View"

Out-of-Home Ads, Consumer

For the Guardian's first US advertising endeavor, BBH New York cleverly merged the Guardian's editorial voice with its distinctive strategy of open journalism in an original and provocative campaign. Here's how it works: The outdoor ad campaign uses the illustrations of Noma Bar to depict both sides of a core political debate in the US: individual freedom versus government regulation. The campaign addresses internet privacy, gun control, women in the military and the use of condoms in the adult film industry. These illustrations appear at key locations in New York, Chicago, Los Angeles and San Francisco as outdoor ads and mobile billboards. Each illustration represents one side of an issue; when flipped it cleverly illustrates the opposite view.

People are encouraged to take a photo of the side they support and upload the photo to Instagram and/or Twitter using the hashtag #VoiceYourView. A microsite captures submissions and tracks voting on all the issues. The site also includes Guardian articles to introduce readers to open journalism and the Guardian as a whole.

John Patroulis, chief creative officer; Caprice Yu, creative director; Devon Hong, art director; Matt Clark, copy writer; Deb Spokony, art buyer; Lauren Fertitta, print production; Sarah Watson, head of strategy; Colleen Leddy, strategy director; Sam Jesse/Angela Sun, strategists; Rossa Hsieh, account director; Marshall Kerns, account coordinator; John Connolly, mechanical artist.

bartleboglehegarty.com