How do you launch a 158-year-old start up to the world?
That’s what we set out to answer for Guardian. In the first brand campaign for the Fortune 250 company, we were tasked to help Guardian step into the light for the first time in its long history.
There’s something powerful in the word Guardian, something that brings us back to what matters.
Family, sacrifice, the moment you realize that you’re part of something bigger. Those are the stories we wanted to bring to life with our integrated campaign, which includes TV, social, digital, OOH, and a rebrand.
Becoming A Guardian Film
A new position for a new era. Finding a point of view that’s unique and ownable for a brand that’s done incredible things for a really long time - but never quite said anything in market - was a challenge unto itself. Driven by their core values above all, Guardian’s place in market is about more than just telling everyone what they do - it’s the how and why that sits in the center of true differentiation.
Unexpected Guardians Series
We also created a content series featuring conversations between strangers, who happen to be going through the same life stage. From retirement and parenting to learning to thrive in the wake of adversity.
The film informed a greater integrated campaign, which popped up in hyper-targeted markets. UK artist Rob Bailey, who is known for distinctive imagery created by combining shapes and colors, teamed up with us to create distinctive original art for our print, digital and out of home campaign.
