|Title||"Freedom is knowing"|
|Campaign||Freedom of Press|
|Advertiser||Guardian Media Group|
|Brand||Mail & Guardian|
|Business Sector||Subscribers Only|
|Executive Creative Director||M....ew B...k Subscribers Only|
|Executive Creative Director||A..m L....ey Subscribers Only|
|Creative Director||Ms. Justin Wright|
|Art Director||T....za N...on Subscribers Only|
|Copywriter||N....ie R..e Subscribers Only|
|Illustrator||Mr. Rob Frew|
The challenge is to orchestrate a brand’s behaviour across these multiple channels and across multiple geographies. This requires a powerful and unifying idea.
This is where TBWA\’s philosophy of Challenging Convention comes into play.
Challenging Convention is not a force of destruction. It is creation, a means of developing with something dynamic to replace something static.
It is the art of asking better questions. It is the polar opposite of assumption and prejudice, which only gets in the way of imagining new possibilities.
Unconventional ideas define the brand’s behaviour across all channels while supplying the core means for differentiation and business growth.
We believe that creativity drives progress. That is why we like to take calculated risks.