Daily Mail
Seriously popular.
CLIENT
Daily Mail
SCOPE
Creative
Copywriting
AGENCY
Anselmi Studio + Starfish, New York
The brief was to attract advertisers to the US edition by raising awareness of the Mail's addictive mix of serious news and celebrity gossip (known in the business as 'journalism crack'). This was primarily a B2B task, but counterintuitively we used outdoor advertising in Times Square in New York and Sunset Strip in LA, and the New York subway. The resulting campaign attracted a huge amount of attention – it was even picked up in Korea. The line 'Seriously Popular' was trademarked. 
Follow-up campaign
MORE WORK
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