Sam Jacobs


A highly effective print campaign advertising print media… in 2019


Rumours of its demise have been slightly exaggerated

It’s no secret that when it comes to consuming media, digital is now the norm. But for The Guardian, paper still has a lot of currency. This campaign extols the joy of print — and highlights what our readers tell us they love most about our paper. In a series of tube car panels, we made a gentle nod to digital detoxing, with a softly nostalgic tone, while celebrating the analog experience of the newspaper. With The Guardian fast approaching the end of a three-year plan to break even - for the first time in over two decades - the success of the campaign was critical.