Bartle Bogle Hegarty London, United Kingdom Full Service

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Bartle Bogle Hegarty Creative Work

Title "Megaglove (30 sec)"
Agency Bartle Bogle Hegarty
Production Company Biscuit Filmworks UK
Editing Company Final Cut
Campaign Own the Week-End 2
Advertiser Guardian Media Group
Brand The Guardian
Date of First Broadcast/Publication 9/2013
Business Sector Newspapers, Magazines, Books
LanguageEnglish
Problem

In January the Guardian launched a new, tongue-in-cheek campaign to champion its weekend newspapers. It marked a bold new direction for the Guardian’s January marketing approach which had, in previous years, focused primarily on promotional giveaways 

Philosophy

Building on the success of January’s campaign, the new work retains the overarching satirical premise that the Saturday Guardian and The Observer produce such exciting, varied and rich editorial content that the newspapers effectively ‘own the weekend’.

The two humorous 30-second films, ‘MegaGlove’ and ‘Paella’, will promote separate weekend supplements - the Guardian’s existing ‘Cook’ supplement and the brand new ‘Observer Tech Monthly’, which launches on Sunday 15 September and brings together news and developments from the world of science and technology.

David Kolbusz, Deputy Executive Creative Director at BBH London, commented: “If our initial campaign was designed to inform the public that the Guardian and the Observer own their weekend, this follow up dramatises the repercussions of resistance. When you try to own your own weekend, things can turn out very badly. Frankly, I feel sorry for anyone who doesn't buy their papers." 

Media Type Television
Length30 seconds
Market United Kingdom
Post Production The Mill
Sound Factory
Executive Creative Director Mr. David Kolbusz
Creative Team Mr. Gary McCreadie
Creative Team Mr. Wesley Hawes
Creative Team Mr. Matt Fitch
Creative Team Mr. Mark Lewis
Director Mr. Jeff Low
Director of Photography Mr. Ed Wild
Producer Mr. Kwok Yau
Executive Producer Mr. Orlando Wood
Account Director Mr. Jon Barnes
Agency Producer Mr. Chris Watling
Account Manager Ms. Fiona Buddery
Account Manager Mr. Jonny Price
Editor Mr. Ed Cheesman
Sound Sam Robson
Advertising Manager Mr. Richard Furness
Advertising Manager Mr. Toby Hollis
Advertising Manager Charlotte Emmerson
Strategic Business Lead Mr. Ngaio Pardon
Strategy Director Ms. Agathe Guerrier
Strategist Ms. Alana King

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