BRINGING SENSE TO BREXIT
Challenge
A nation wanted certainty. Reality had other ideas.
Brexit had been sold as a destination. But anyone paying attention knew the difficult bit was still to come.
The Times and The Sunday Times needed a simple, memorable way to cut through the slogans and position themselves as the place to follow the twists, turns and consequences ahead.
Solution
Reactive ads with clarity and authority.
Clean visuals that were quick to create and impactful in-paper and online became the priority. As the news broke we had until the 5pm print deadline to get our thoughts in order.
Results
The road ahead captured attention.
The reactive ads formed part of the wider Brexit brand campaign that reached 19 million adults, increased new subscriptions by 25%, and delivered significant improvements across key brand measurements It also won two industry awards.
25%
Increase in subscriptions during campaign period
19m
UK Reach
Awards
D&AD
WOOD PENCIL: Press Advertising Campaign
DMA
GOLD: Best Design or Art Direction
Credits
Agency
Pulse Creative – The&Partnership
ECD
Robin Garton
Creatives
Andy Peel
Paul Alderman
Head of Design
Matt Hunt
© 2009–26 Andy Peel