TAKE A FRESH LOOK
Dichotomy and balance
Published by Independent News & Media (INM), The Irish Independent is Ireland's largest-selling daily newspaper. To celebrate a brand identity refresh, the paper was keen to communicate their proud heritage and continuing relevance throughout the country as a news source with a healthy balance of opinion and impartial news reporting from local, regional to international. The campaign was rolled out through TV and radio.
Client: THE IRISH INDEPENDENT
ATL Campaign. Creative/copy/video lead
'Post-truth' and 'fake news' are born from false dichotomy that separate news into two discrete black and white states ignoring all the grey in between.
We wanted to position the Irish Independent as a leader in exercising contrast along the spectrum of the many diverse dichotomies in politics, current affairs, culture and lifestyle.