When thinking about the key message behind the guardians campaigns 'getting the full story'. This I feel is why the campaign has been so successful, the consistency between the different campaigns even dating back to the 80's all with the same running message.
The i paper uses its 'say i' phrase directly targeting an audience who feel they want their voice heard, somehow reworking this to create a campaign with longevity that has room to be adapted and developed over time. Another suggestion was to propose an advert using newly acquired storyboarding skills.
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