The Guardian has delivered ‘fearless, investigative journalism’ for over 100 years. Proudly independent, the newspaper has a global reach and is well-renowned for ‘giving a voice to the powerless and holding power to account.’
‘Not for sale’ is the Guardian’s first global marketing campaign since 2019 and recently launched alongside the paper’s new European edition. Spearheaded by Lucky Generals and appearing across screens and streets, the campaign emphasises the Guardian’s strong tradition of editorial rigour and a reader-funded model that allows it to be ‘open to all but beholden to no one’.
We worked with Talon Outdoor to bring the paper’s fresh new campaign to the streets of London, Bristol and Manchester with bright and bold posters, using the newspaper’s recognisable typographic style, that proudly proclaim the Guardian to be ‘loved, hated, trusted, feared… but never controlled’. The multi-channel campaign was also picked up by Creative Review, Campaign, Creative Boom and featured as The Drum’s ‘Ad of the Day’.