CHALLENGE


To reposition the weekend edition of the Financial Times as a stand-alone publication focusing on the typical lifestyle interests of readers of the daily publication..

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INSIGHT

Research showed that FT readers see difference as an advantage.

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SOLUTION

To visualise the 'difference' FT Weekend offers as the difference it brings to its readers - that the quality of the content is so good, it changes you as a person. Directing the creative team, the result was a series of double exposure images with minimal copy to reflect the high-end values of the audience.

The campaign rolled out globally, via TVC, cinema, OOH, press, in-store & digital and increased subscriptions by over 10%. I also created the logo, which is always a nice touch for a writer!