To launch Newsweek magazine on the Czech market, we decided to turn its title into a competitive advantage. Unlike fast news sources, Newsweek believes that it’s good to take the time to gather all the necessary information and wait to see how stories unfold. To dramatise our claim, we picked the biggest events of 2016 that had some surprising development in the course of a week. We used editorial style photography combined with a cardboard cut-out motif of a calendar to show how the news evolved over time.
The visuals were placed in magazines and on digital billboards around the most frequented part of the main city. Posters were also placed in selected locations where our target audience could be effectively reached.