The Guardian - "Paella"

BBH

BBH London, Reino Unido

17953

Marca: The Guardian
País: Reino Unido

Anunciante: Guardian Media Group

Título	Paella
Agencia	BBH
Campaña	Own the Week-End 2
Anunciante	Guardian Media Group
Marca	The Guardian
Fecha de primera difusión/publicación	2013 / 9
Sector Empresarial	Periódicos, revistas, libros
Filosofía	Building on the success of January’s campaign, the new work retains 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’. The two humorous 30-second films, ‘MegaGlove’ and ‘Paella’, will promote separate weekend supplements - the Guardian’s existing ‘Cook’ supplement and the brand new ‘Observer Tech Monthly’, which launches on Sunday 15 September and brings together news and developments from the world of science and technology. David Kolbusz, Deputy Executive Creative Director at BBH London, commented: “If our initial campaign was designed to inform the public that the Guardian and the Observer own their weekend, this follow up dramatises the repercussions of resistance. When you try to own your own weekend, things can turn out very badly. Frankly, I feel sorry for anyone who doesn't buy their papers."
Problema	In January the Guardian launched a new, tongue-in-cheek campaign to champion its weekend newspapers. It marked a bold new direction for the Guardian’s January marketing approach which had, in previous years, focused primarily on promotional giveaways
Medio	Televisión y Cine
Duración	30 seconds
Montaje	Final Cut
Sonido	Factory Studios
Productora	Biscuit Filmworks UK
Realizador	Jeff Low
Productor	Kwok Yau
Productor ejecutivo	Orlando Wood
Director de fotografía	Ed Wild
Postproducción	The Mill
Montador	Ed Cheesman
Sonido	Sam Robson
Director de publicidad	Richard Furness
Director de publicidad	Toby Hollis
Director de publicidad	Charlotte Emmerson
Director ejecutivo de creación	David Kolbusz
Miembro del equipo creativo	Gary McCreadie
Miembro del equipo creativo	Wesley Hawes
Miembro del equipo creativo	Matt Fitch
Miembro del equipo creativo	Mark Lewis
Productor de la agencia	Chris Watling
Strategic Business Lead	Ngaio Pardon
Strategy Director	Agathe Guerrier
Strategist	Alana King
Director de cuentas	Jon Barnes
Responsable de cuentas de agencia	Fiona Buddery
Responsable de cuentas de agencia	Jonny Price