The story behind the campaign
Challenge
"Der Tagesspiegel" is a newspaper from Berlin that provides a wide range of columns and can normally be bought at kiosks. Our aim was to communicate upcoming news specials.
Creative concept
Instead of creating typical ad images, we wanted to focus on the product. To show that "Der Tagesspiegel" can make people look at relevant topics like the migrant crisis or the US election from a new perspective, we chose to come up with an unusual visual using the the medium itself.
Creative execution
We stacked folded newspapers with very dominant cover pictures on...