Challenge

To reposition the weekend edition of the Financial Times as a standalone publication with a focus on lifestyle rather than finance.

INSIGHT

Research showed that FT readers see difference as an advantage.

SOLUTION

Leading the creative team, we focused on the difference the FT Weekend brings the reader. The quality of the content and the insights it delivers open your mind it changes you as a person from the inside out. We brought the FT difference to life through double exposure imagery, focusing on the core pillars of lifestyle, art and culture, supported with minimal copy. This approach won the competitive pitch and delivered a campaign that communicated the FT Weekend benefit in a style that resonated with our audience.

The campaign was rolled out globally across TVC, cinema, OOH, press, digital & in-store. The campaign delivered an increase in subscriptions of over 10%, well above target.