Buying and reading the newspaper is a ritualised activity. But the first lockdown in 2020 turned all our usual routines upside down.

We positioned the newspaper as an integral part of our readers’ new normal. We worked with Leon Elder, AKA Leilo, to illustrate the joy of life with our newspaper.

The campaign ran across out of home, display, social and press. And it won Best Integrated Campaign at the Drum Design Awards.