Agency: Euro RSCG
Client: The Sun
‘Ignore The Sun and its readers at your peril Mr Brown’ is the message from The Sun’s new campaign created by Euro RSCG London.
The campaign showcases The Sun’s political clout by reminding Britain of the promise that Gordon Brown made to give the public a referendum on Europe.
The campaign, timed to coincide with the Labour Party Conference, has been kickstarted with the front page of The Sun, plus national radio and an outdoor and ambient campaign centred in Bournemouth.
All of the creative has the tagline ‘Democracy. We love it’
The print creative features the iconic image of Churchill outside Number 10, but now sporting Gordon Brown’s superimposed face and pictured giving two fingers to Britain. The headline reads: ‘Europe. Never have so few decided so much for so many’.
The online campaign at thesun.co.uk encourages readers to have their say on the issue and register their vote to demand an EU referendum.
The radio ad is voiced by Roger Allam, who played the Queen’s private secretary in the Oscar winning film starring Helen Mirren.
The campaign in Bournemouth features 48 sheets advans, taxi receipts, Gordon Brown look-alikes carrying placards and briefcases with the print work, flags and stickers and The Sun bus re-skinned with the Churchill creative execution.