The Guardian
Design | Layout | Delivery
Agency: Lucky Generals
Creatives: Sam&Jesse
Creative Director: DBT
The challenge was to develop a campaign look and feel for The Guardian’s return to OOH since 2019, emphasizing its unique ownership model and editorial independence with the message "Not for sale" The idea featured bold, fresh designs showcasing strong statements of independence, highlighting how the reader-funded model keeps The Guardian open to all but influenced by none. This was visually represented through deconstructed typography breaking traditional design rules and striking color combinations to reflect the publication’s fearless journalism.