Image Credit : Tim Carrafa
Project Overview
Cornwell conceptualised and executed a brand campaign for Newscorp’s Herald Sun, featuring their young, award-winning journalists. Some of their top headlines were painted on their faces, reinforcing the brand as a credible source of news. The campaign rolled out via digital billboards, street furniture, Facebook, rock posters and LED signage at the Melbourne Cricket Ground (MCG) at the first kickoff of the season. These arresting portraits were captured by Herald Sun photographer, Tim Carrafa.
Project Commissioner
Project Creator
Project Brief
• To create disruption in the media landscape
• To reinforce Herald Sun as credible source of daily news and relevant to Melbourne
• To rejuvenate the brand among the younger set, with a push towards online subscription
Project Innovation/Need
We needed to revitalise the well-known daily newspaper and create cut trough in the media landscape. It was important to focus on its point of difference - their new generation of journalists. The campaign must also reach out to media buyers, the people who will drive advertising revenue to the Herald Sun.
Design Challenge
One of the major challenges was the negative preconception of the Herald Sun as a tired and dated brand. The challenge was to create a relevant campaign that brings new zest to the newspaper while staying true to its journalistic integrity.
We got to know the journalists and chose their most impactful headlines to be painted on their faces. As one can imagine, painting words on faces took a substantial amount of time and skill.
Effectiveness
Herald Sun rock posters were splashed across Melbourne. Commuters on the roads noticed the campaign on hero digital billboards across Flinders Street Station, Richmond and the Melbourne CBD as well as bus shelter placements. The campaign also appeared on key online advertising across relevant trade media publications.
Advertising - Outdoor, Retail, POS
This award celebrates creative and innovative design for visual communication including traditional and digital signage intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, audience engagement and message delivery.
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