The Guardian: The Joy of Print

The Guardian, a newspaper brand, increased its print subscriptions in the UK by creating a series of out-of-home posters and tube panels that made a nod to digital detoxing.

Campaign details

Brand: The GuardianLead agency: OLIVER

Campaign Overview

The Guardian sought to boost print subscriptions - an area of publishing that has been in steady decline for years.

How could it combat the rise of digital?


Hitting high subscription targets was vital to the publication's turnaround strategy.

Innovative thinking was required to buck the trend towards digital readership.

OLIVER identified the sweetspot of print coverage that appeals to Guardian readers: nostalgia for Baby Boomers, novelty for Millennials - without sacrificing one for the other.

Media was key. Channel-specific iterations of the creative...

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