Client: The Sydney Morning Herald Weekday Business + Sport Size Change
Creative: Steve Dodds, Dave Lidster, Sri Mogeri, David O’Sullivan
Brief: Two of the most popular Monday to Friday sections, Sport and Business will become one convenient (tabloid-sized) lift out. The quality of journalism and content which saw the paper awarded Newspaper of the Year earlier this month (PANPA Award), will still remain the same, the only change is size. The paper’s main news section will remain a broadsheet.

The campaign will span across outdoor, press, TV, point-of-sale, online and radio. Tomorrow will see a special wrap of the Business section announcing the size change. A headline based campaign will run on outdoor and press, using a witty headline based approach to introduce the innovation. The television commercial focus on the change in perspective you’ll get by picking up the new section.