The Irish News
How do you make a dull newspaper interesting?
Challenge: How do you rebrand an Irish Newspaper with a dwindling readership due to a reputation for being too political, serious and dull?
Solution: The paper was going through a visual rebrand. So I developed a campaign to deliver a new voice to match. To burst the bubble of seriousness. By taking real headlines from the paper, cutting them up and reassembling them to inject absurdity, fun and humour. To give the paper a lighter tone - and hint at wider wider range of topics in it. The campaign boosted circulation - and won a PANI award.
