The perks of paper

The FD, the Dutch Financial Times, wanted to promote their printed newspaper. But how do you sell something analogue in an increasingly digital world?

Our idea was simple: Nothing beats the paper. The printed paper. Because it offers a moment of peace and reflection, and lets you read things that you would otherwise not have clicked on.

In the campaign we took cues from the digital world to promote the joys of an analogue classic.

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Creative director: Frenkel Schönfeld
Copy: Frenkel Schönfeld, Maarten Gooskens, Martijn Kempe
Art: Tom Rentmeester

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