Agency: CHI & Partners
Client: The Times/Sunday Times
The Times and Sunday Times have launched a new campaign to herald the launch of their paid for websites where quality journalism meets the latest technology. A true expression of exciting times.
The campaign phasing incorporates two hero 30s TV spots. The first, features Rupert Everett, focussing on thetimes.co.uk, discussing quality journalism and the importance of the sites in relation to this.
The second (as we have here) is for thesundaytimes.co.uk and features Damon Albarn and Jamie Hewlett of Gorillaz talking candidly about the things that have inspired them and the importance of the internet and technology, without which the band (and the sites) wouldn’t exist.
Both spots feature actual website screens that sit alongside the protagonists mirroring what they are talking about through the broad spectrum and content of the editorial and features of the site
For The Sunday Times filming, Gorillaz opened the doors to their secret lair – Zombie studios, pretty ground breaking as they hadn’t allowed a single photographer in there before let alone a 40 person film crew.
Later in September three additional spots (2x 30s and 1x40s) will break featuring testimonials from a multitude of consumers – enthusing about the site, it’s capabilities and unique features such as Review booths, ticket booking, Hot Lists, live debates, Interactive graphics etc...
The campaign also incorporates hero OOH sites across London stations and the Holland Park round about and Press – featuring celebrity contributors including Rupert Everett, Gorillaz, Laura Bailey, Jeremy Clarkson, Justin Rose and Gareth Southgate.
Digital display also forms part of the media mix – incorporating footage from the TVC and stills from the press as well as other killer content from the sites.