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The Guardian - "Big Brother Surveillance" - adam&eveDDB

  • Big Brother Surveillance
  • The Guardian
  • Guardian Media Group
  • adam&eveDDB
  • United Kingdom
  • Fresh / The Guardian Integrated Campaign
Product CategoryNewspapers, Magazines, Books
MarketUnited Kingdom
Media TypeTelevision
Length30 Seconds
Awards IPA Effectiveness Awards, 2004 (Silver) for
Account Planner Alistair Crawford
Account Planner Andrew Perkins
Account Manager Annabelle Borthwick
Account Manager Matthew Law
Advertising Manager Marc Sands
Econometrician David Bassett
Econometrician Les Binet


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.


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


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