SUBSTACK:

(MOTION, OOH, STUNT, BRAND INNOVATION).

ABOUT THE BRAND: Substack is a publication company that gives writers full autonomy over the content of their platform. This means It's the only publication company that has right-leaning and left-leaning news articles and reporting.

In a nation where people are divided by their political views, this campaign will help people see that there is more than one side to every story.

CREDITS:
Cara Wolder (AD)
Cara Toebbe (CW)

Motion:

Out-Of-Home:

OOH placements will be used to encourage readers to form their own opinions on current event topics by placing both sides of the argument side-by-side and using QR codes to guide people to the platform to continue reading.

MOCK-UPS:

STUNT:

We'll tease a BOGO subscription deal for with our free coffee carts that will be diapered across walkable cities. When readers subscribe to one media they automatically will get the other for free, encouraging people to read all sides of the news.

PRODUCT STUNT:

For some reason roast turkey and mashed potatoes makes the perfect recipe for a dinner time argument, and If you're anything like my family, we love to play devils advocate - so why not get it all as you impersonate popular figures for the pure joy of arguing.