The Guardian advertising campaign “The Whole Picture” has won a Silver Integrated Lion at the 2012 Cannes International Festival of Creativity. The campaign, centred around a two-minute short film, “The 3 Little Pigs“, was designed to present The Guardian as 21st century platform harnessing diverse contributors for an open approach to journalism. In the lead-up, unbranded fly posters, film teasers and print ads stoked intrigue and drove viewers to the ad spot. Breaking on prime time on Channel 4, the film was followed by homepage takeovers across Channel 4 OD (online), YouTube and the Guardian site, and consecutive displays in the Guardian newspaper. These drove traffic to the microsite housing the film and content on the Guardian’s open philosophy. In the days post-launch, print and outdoor executions showed how open contributions enabled better coverage in the Guardian’s sections from music to politics.
The Whole Picture print campaign was developed at BBH London by executive creative director Nick Gill, creative director David Kolbusz, creatives Carl Broadhurst and Peter Reid, head of art Mark Reddy, designer James Townsend, print producer Sally Green, head of strategy Jason Gonsalves, team director Ngaio Pardon, team manager Alex Monger, team assistant Katie Burkes.