A series of vignettes to illustrate the story of Nelson Mandela imprisoned on Robben Island. Although news was forbidden, the prisoner managed to get a subscription to The Economist by tricking them into thinking it is about economics.
Philosophie
We developed a brand ad to generate interest in the title at the time of the re-design launch as part of a TV, radio and outdoor campaign. It ran with the line 'now in colour'. However, the story transcends that initial need and remains relevant today by communicating the breadth and depth of the publication.
Problème
Media and production spend on The Economist is low. We needed a TV ad to announce the re-design of the magazine. However, to extract full value from a TV ad it also needed to follow a more general strategy (more than just economics) so that it could be aired over the course of the year.