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Guardian - "Coathanger" - adam&eveDDB

  • Coathanger
  • Guardian
  • Guardian Media Group
  • adam&eveDDB
  • United Kingdom
  • Fresh / The Guardian Integrated Campaign
Product CategoryNewspapers, Magazines, Books
MarketUnited Kingdom
Media TypePrint
Awards D&AD Awards / Yellow Pencil, 2004 (Silver Award) for Integrated Communications: Integrated Advertising
Creative Director Andrew Fraser
Art Director Justin Tindall
Art Director Peter Heyes
Art Director Leslie Ali
Art Director Grant Parker
Art Director Andre Hull
Art Director Matt Joiner
Art Director Feargal Balance
Art Director Steve Yorke
Art Director Amber Casey
Copywriter Adam Tucker
Copywriter Matt Lee
Copywriter Andrew Fraser
Copywriter Patrick McClelland
Copywriter Lee Sunter
Copywriter Matt Powell-Perry
Copywriter Dylan Harrison
Copywriter Lee Boulton
Copywriter Dan Hubert
Photographer James Day
Photographer Wayne Parker
Photographer Steve Rochford
Typographer Peter Mould
Typographer Kevin Clarke

Concept

In January 2001, a new communications strategy was introduced that broke with convention. Whilst the orthodoxy dictated two tiers to communications, one brand-building, the other response-based, the campaign that was created did both jobs at the same time.

Problem

Between 1995 and 2001, The Guardian had been losing share in a declining category.

Result

As a result, share increased swiftly and dramatically and overall circulation actually grew.