The Vancouver Sun was going through some changes. It was our job to let the readers know the paper would not only look better and be easier to read, but also the information would be from a much deeper perspective. It also had to consider multiple points of communication. We created eye-catching visual executions for point of sale, online banners, and other media outside of the paper. And, knowing audience are obviously readers, we created a headline campaign for those already reading the paper to prepare them for the change. The campaign included Teaser Print, POS, online components, Direct Mail, Radio and Television spots.

Here, in every execution, the work is meant to be both serious and, to suit the West Coast, a little witty or laid back. The strategy was based on how we interpreted the existing tag line: “Seriously, West Coast”.