The Guardian has launched a major brand campaign created by BBH London to showcase its open journalism and multi-platform credentials, kicking off with a thought-provoking new TV spot that features an ironic telling of the classic fairy tale, 'The Three Little Pigs'.
Directed by Rattling Stick's Ringan Ledwidge, the commercial
aims to illustrate the Guardian's new model of journalism by
recognising all of the different ways in which people consume news
in the digital age. The spot premiered across the Channel 4
network at 10.10pm last night following an on-air teaser campaign,
and will remain exclusively on the channel.
David Kolbusz, creative director, BBH, said: "We wanted to help
consumers better understand how the Guardian's practice of Open
Journalism actually worked. As massive fans of the brand it
was an exciting, yet daunting challenge. In the end, we
settled on what is essentially a product demo. We just tried
to make it as entertaining as possible."
Our VFX team helped give the spot its dramatic effect with
everything from Mick Vincent's atmospheric grade, to the motion
graphics and animations used to bring the digital elements to life,
and 3D work to give the pigs' heads added expression and