The Whole Picture

Gallery

For its US launch the Guardian taped over chunks of its own billboards and let people peel the tape away to reveal the full story. Censorship as a literal, physical interaction. The format does the arguing for them.

Cities

New York City

Formats

Interactive taped billboardsSubway OOHDigital billboards

Creative agency

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Media agency

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Media owners

BM Outdoor

ICPs

urban US readerscommutersindependent journalism audiences

Est. cost

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Est. reach

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Sources

• www.media-marketing.com/en/news/guardian-launches-its-first-campaign-in-the-us
• adage.com/creativity/work/aa-guardian-the-whole-picture
• bmoutdoor.com/info/The-Guardian-Unmasks-Censorship