| Titre | Badly Drawn Boy |
| Agence | adam&eveDDB |
| Campagne | Fresh / The Guardian Integrated Campaign |
| Annonceur | Guardian Media Group |
| Marque | The Guardian |
| Mise en ligne | Août 2004 |
| Secteur d'activité | Journaux, magazines, livres |
| Philosophie | In January 2001, a new communications strategy was introduced that broke with convention. Whilst the orthodoxy dictated two tiers to communications, one brand-building, the other response-based, the campaign that was created did both jobs at the same time. |
| Problème | Between 1995 and 2001, The Guardian had been losing share in a declining category. |
| Résultat | As a result, share increased swiftly and dramatically and overall circulation actually grew. |
| Type de média | Télévision |
| Longueur | |
| Marché | Royaume-Uni |
| Planneur | Alistair Crawford |
| Planneur | Andrew Perkins |
| Econometrician | David Bassett |
| Econometrician | Les Binet |
| Responsable de budget agence | Annabelle Borthwick |
| Responsable de budget agence | Matthew Law |
| Responsable de la publicité (annonceur) | Marc Sands |
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