Just like all newspapers, Flemish paper ‘Het Nieuwsblad’ decided a while ago that it would be good for the readers to switch from a wide-sheet format to a ’slightly bigger than tabloid’ format. There are quite a few benefits about the smaller (yet thicker) size of the daily news. The main reason is because a lot of people would buy the newspaper and read it on their way to work in the trains, buses and subways. Providing a more compact format, those readers would no longer have to poke with their elbows in the eyes of their neighbors or claim two places to unfold what they want to read. To communicate the switch, the following campaign was launched:
Copy: “Het Nieuwsblad – Now half the size, twice as handy”
Next to the ads, there were some radio spots and a tv commercial, but they’re kind of lame, so I won’t post them here and stick to the print ads.
Client: Het Nieuwsblad
Agency: TBWA Brussels
Account team: Geert Potargent, Ilse Croons
Creative Director: Jan Macken, Frank Marinus
Creation: Laurent Laporta, Geert Verdonck, Ivan Moons, Frank Marinus
Art Buyer: Pallina Crocco
Director: Erik Bulcken
Photographer: Koen Demunck
Retouching: The Living Room
Media: TV, radio, magazines, bannering
Snake
August 20, 2006 at 11:39 pm
Except they are totally unbelievable because you can’t hold a newspaper at the bottom as illustrated.