The full
spectrum
of news
Creative at the speed of news for Australia’s No. 1 news site.
News.com.au is Australia’s Algorithms serve up what they think people want to read again and again. It means that the news is boring. It’s always the same. And millennials crave a little more provocation and diversity.
We wanted to inspire them to view the full spectrum of news – from the diverse and the serious, to the provocative and silly.
The ‘Full Spectrum of News’ was a campaign that celebrates the diversity of news and runs at the speed of news.
Whenever stories broke, we were there. From Kim Jong-Un’s bomb to Kim Kardashians bum. And everything in between.
CLIENT News.com.au.
ROLE Creative, Head of Art.
RESULTS During the campaign, almost half the Australian population visited news.com.au.
It was the most successful campaign in news.com.au’s history.
Creative
at the
speed
of news
We worked directly with the newsroom to identify culturally significant stories and turned them into ads, placing them in contextually relevant sites.
Digital outdoor ads went live within 8 hours of stories breaking.
TV spots gave weekly roundups of what you missed if you didn’t visit the site.
Brand
film
An enduring brand film demonstrated the full spectrum of topics that can be read on news.com.au every day.
