We found that the best way to describe Open Journalism and how it provides readers with the broadest possible perspective was through product demonstration; taking a story and showing how it could change and travel through social media and external contribution. By avoiding current affairs and picking a timeless story like The Three Little Pigs, we were able to do this without our case study dating.

Launch the campaign
Published
March 2013
Topics

The Story

We found that the best way to describe Open Journalism and how it provides readers with the broadest possible perspective was through product demonstration; taking a story and showing how it could change and travel through social media and external contribution. By avoiding current affairs and picking a timeless story like The Three Little Pigs, we were able to do this without our case study dating.

The film imagines how the Guardian might cover the story of the three little pigs in print and online. Follow the story from the paper's front page headline, through a social media discussion and finally to an unexpected conclusion. The campaign recognizes that the way people consume news in the digital age has changed dramatically. It shows that the Guardian remains committed to producing outstanding journalism and giving readers the whole picture "_ in whatever form they choose to receive it.

The Technology

  •  

    Video

    Video

The Results

To date, there are more than 1.5 million views on YouTube. It has been named in the TED Ads Worth Spreading list for 2013. This recognition follows on from previous accolades awarded to Three Little Pigs including: The Eurobest Awards, Business Insider's 10 Best Ads of 2012, The British Arrow Craft Awards and The Adweek Awards 2012.

1.5+

million views on YouTube

Launch Date 19 February 2012