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    Ad of the Day: i provokes with Liz Truss, Vladimir Putin and Tiger Woods ads

    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.”

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    Credits

    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

    Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.

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