In its first campaign for the i newspaper, creative agency St Luke’s has featured world leaders, politicians and sports stars alongside a series of provocative questions about current events.
‘i For Open Minds’ is a multimedia campaign running over the next month across press, digital and out-of-home (OOH), which aims to emphasize the media outlet’s ‘open-minded’ approach to news.
Readers will see black and white photos of Vladimir Putin, Liz Truss, Rishi Sunak and Tiger Woods with various objects creatively stitched on to the image.
On the ad featuring Putin, for example, he appears to hold a firing gun with the copy: ‘Where will the arm’s race end?’ On Truss’s image, she’s adorned with a red defibrillator held up like the iconic budget box, with the question: ‘Could Truss tax cuts revive the nation?’
“A standout title like i deserves standout creative,” said Richard Denney, executive creative director at St Luke’s. “We are thrilled with this new campaign that imaginatively captures the essence of i’s open-minded journalism and brings it to life in a disruptive manner.”
Client: Nina Wright, chief executive officer, Harmsworth Media
Managing director: Richard Thomson
Editor: Oliver Duff
Campaign ad title: i For Open Minds
Creative agency: St Luke’s
Executive creative director: Richard Denney
Art directors: Darren Keff, Graham Storey, Pete Mould and Richard Denney
Copywriters: Phillip Meyler, Phil Cockrell and Matt Harvey
Agency producer: Christine Sibthorp
Chief strategy officer: Dan Hulse
Planning director: Emma Banks
Chief executive officer: Neil Henderson
Senior account director: Barnaby Kelly
Head of art and design: Pete Mould
Designer: Pete Mould and Vanisha Mistry
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