The Week magazine wanted to grow its US audience, conveying its unique blend of perspective and curated journalism. The US Elections were the ideal playing field. However our line for the UK magazine “see both sides” needed to be adapted for an American audience, as most of them had already made their minds up.

Thinking
Our strategic solution was to reframe the debate, presenting perspective as something that is your fundamental right. This, by inference, turns it into something eminently desirable, making The Week’s USP all the more powerful.

Doing
This was the perfect springboard for creating a set of striking graphics and statements for digital, print and social that forged an emotional connection with even the most partisan of US readers.