Top spot: BBH London builds on 2013 Guardian campaign with launch of ‘Own the Weekend’ spot
Last January the Guardian launched a new, tongue-in-cheek campaign to champion its weekend newspapers via BBH, London.
In September the Guardian launched two new films in the campaign, ‘Paella’ and ‘Mega Glove’, which retained 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’.
Building on the success of the 2013 campaign, which vastly exceeded sales targets, the latest instalment of the Own the Weekend campaign promotes an exciting new lifestyle supplement for the Saturday edition of the Guardian, ‘Do Something’. The monthly magazine will encourage readers to develop new skills, try new experiences, and live more intensely.
Last year’s ‘MegaGlove’ and ‘Paella’ films depicted the unfortunate effects when people didn’t buy the Guardian and The Observer. In this next instalment, it’s only fair that the Guardian and The Observer warn people that their papers are now bursting with so much to read and do, they must be used in moderation.
The 60 second film, which launched in the UK yesterday, will run on TV, Video on Demand, in Cinemas and Online. It will be supported by press and digital executions, as well as a social media competition which encourages people to look for ‘hidden’ items in the film. @guardian will tweet a new clue every day for 10 days, encouraging people to look for ‘hidden’ items in the film for the opportunity to win a variety of different prizes including Guardian iPad subscriptions, photography classes and theatre tickets.
Says David Kolbusz, deputy executive creative director of BBH London: “After the Christmas break, it can be tough to get back into the swing of things. The Guardian wanted to motivate people to make the most of 2014 by putting more great stuff in their papers. This campaign dramatises what happens if you literally try to do it all.”