Generation Y, also known as ‘Gen why’, refers to people born after 1980. This online campaign lead by Clemenger BBDO Melbourne is branded under the tagline ‘Dig deeper'. The media agency is Zenith Optimedia in Hong Kong
The Economist is encouraging viewers to question and 'dig deeper' into current issues through a series of interesting images. The interactive banners let viewers zoom in to a selection of images to reveal the full picture. Each picture relates to an article of interest selected by The Economist.
“People turn to The Economist for genuine pleasure in expanding their knowledge of the world as they seek to dig deeper into issues that matter from a trusted independent source,” said Grace Hahn, group marketing director for Asia-Pacific at the publication.
The campaign is also encouraging free trials to sampler editions of the magazine.
Project Dig deeper
Client The Economist
Creative agency Clemenger BBDO, Melbourne
Executive creative director Ant Keogh
Art director Luke Thompson
Copywriter Seymour Pope
Media agency Zed Digital, Hong Kong
Image rights Magnum images
Exposure Online
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