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Desription
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For 27 years now, the Eesti Ekspress weekly newspaper has exposed the most scandalous stories in Estonia. Unfortunately, readers tend to forget that journalists put themselves in danger, sometimes even risking their lives, in order to bring them exciting coverage to enjoy with their morning coffee.
Eesti Ekspress has asked us to help them with their year-end subscription campaign. However, we decided to revamp it into an image campaign focusing on the importance of journalists’ work.
We formulated the main concept like this: “There are situations you would not want to find yourself in. There are people you would not want to meet, and places you could never go. You don’t have to. We’ll do it for you.”
To convey the idea that there are people you would not want to meet, we exceeded the bounds of the advertising business. After extensive negotiations, Imre Arakas, former organized crime boss, agreed to be our model for print ad.
Campaign achieved it’s goals almost double.
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