Creative agency Uncommon worked with the Guardian on its first brand campaign in seven years, which aims to highlight its reporting as a positive force for change.
The ad campaign centres around a butterfly, a symbol of both freedom and transformation. Bold, bright and stark, the posters place the focus on words and language, in an attempt to reinforce the sense of clarity and transparency that the Guardian aims to provide. Meanwhile, phrases like ‘Confused? Overwhelmed? Misled? That’s how they want you’, demonstrate an inevitably political slant, referencing other media outlets as well as politicians.
The butterfly allegory is brought to life in the accompanying campaign film by James Marsh, the Oscar-winning director behind The Theory of Everything. Here, the butterfly tirelessly bangs against a glass window in an attempt to escape to the outside world. As the lyrics of Anais Mitchell’s Nothing Changes solemnly sound out, the butterfly eventually bursts through the glass, where it joins a legion of others in freedom.