Content area
Full Text
BACKGROUND
Over the five years it ran, The Guardian's "Fresh" attained legendary status among UK press campaigns. There was a vast number of executions - a different press ad appeared each week during the campaign's busiest period.
"Fresh" has won a host of prizes, including Campaign Press and a D&AD yellow Pencil for best integrated campaign.
DDB London was briefed to bring The Guardian from the fringes of the mainstream without compromising its values. It did this by showcasing the newspaper's content in a tone of voice that was inspired by the editorial. The aim was to subvert people's perceptions of The Guardian as boring, monotone and worthy.
The press ads, which ran mainly in The Guardian itself, were part of a multimedia campaign embracing print, ambient, online, TV and radio. DDB produced as many radio ads as it did print executions.
Many people worked on the various ads over the course of the campaign, but the client, Marc Sands, who became the marketing director at The Guardian in 2000, saw it through from its inception.
The campaign ended last September, when the paper relaunched in the Berliner format. DDB's new campaign, called "Think", is a response to The...