i campaign OpenMinds PUTIN St Luke's.jpg

St Luke’s brings The i’s open-minded journalism to life in new campaign

St Luke's is behind The i's quite literally mind-opening campaign

By Creative Salon

St Luke’s, creative agency, is launching its first campaign for i newspaper, bringing to life the brand’s impartial stance and highlighting its open-minded journalism and objective approach to news.

The multi-media campaign launches on 22 September for four weeks, with the first burst running across press, digital and OOH. The creative idea is titled ‘i For open minds’, with each campaign execution raising a provocative question about current, topical events.

Readers will see a question illustrated next to a key protagonist who appears in black and white, while an arresting object depicted in colour suggests a twist and highlights the authoritative insight i brings to the story. With the image placed where the top of the protagonist’s head should be, the creative offers a dramatic, disruptive and striking vision of the story.

The work launches in press with Vladimir Putin and the question “Where will the arms race end?” A starter pistol is shown coming out of his head with a nuclear cloud billowing out from the end of the barrel. This will be supported by a further tactical execution featuring Liz Truss and a red defibrillator box held up like the iconic budget box, with the question: ‘Could Truss tax cuts revive the nation?’

The executions cover a range of aspects of i including News, Politics, Sport and World events. The headlines and body copy encourage an even-handed debate about the issue raised, inviting readers to get the objective analysis they need to make up their own minds by visiting inews.co.uk.

Richard Thomson, Managing Director of i, says: “We have been impressed with St Luke’s insight and passion for the i brand and we are delighted for them to bring this exciting campaign to life. This is part of a significant growth push for i as we implement a series of digital innovations in the title.”

Richard Denney, ECD at St Luke’s says: “A standout title like i deserves standout creative. We are thrilled with this new campaign that imaginatively captures the essence of i's open-minded journalism and brings it to life in a disruptive manner.”

Neil Henderson, CEO at St Luke’s adds: “i is an iconic title with a unique offering. We are delighted to be tasked with growing the business at a time when the desire for objectivity in news is so prevalent. i has never followed the rules of the newspaper market and this new campaign is no different.”

The ‘i For open minds’ campaign marks St Luke’s first work for the i brand since the agency was appointed as i’s lead strategic and creative agency in 2021 without a pitch. St Luke’s has an existing relationship with dmg media and Harmsworth Media groups.

Creative credits:

Client: Nina Wright - CEO, Harmsworth Media

Managing Director, i: Richard Thomson

Editor, i: Oliver Duff

Campaign Ad title: i For Open Minds

Creative Agency: St. Luke’s

Executive Creative Director: Richard Denney

Art Directors: Darren Keff / Graham Storey / Pete Mould / Richard Denney

Copywriters: Phillip Meyler / Phil Cockrell / Matt Harvey

Agency Producer: Christine Sibthorp

Chief Strategy Officer: Dan Hulse

Planning Director: Emma Banks

CEO: Neil Henderson

Senior Account Director: Barnaby Kelly

Head of Art and Design: Pete Mould

Designer: Pete Mould, Vanisha Mistry


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