The Guardian contines to own the weekend with 'What a Weekend' campaign evolution

The Guardian has evolved its ‘Own the Weekend’ strategy with a new campaign demonstrating how the Guardian and Observer newspapers offer a feast of inspiration to make the most of the weekend.

The 90-second film ‘What a weekend’ launches online today (Friday 12 September) and will be shown in cinemas from next week (Friday 19 September). The BBH London-led creative brings the Guardian and Observer’s role in creating a fulfilling weekend to life, from the moment the paper arrives to the point where it hits the floor on a Sunday evening.

Print and out of home activity will support the film encouraging viewers to ‘Own the Weekend’ through inspiring weekend landscapes created with images from the Guardian and Observer archive. The WHSmith shop in London’s Victoria station will also be wrapped in campaign images from this week.

Director of brand and product marketing, Guardian News & Media, Richard Furness, said the campaign had to reflect the Guardian and Observer’s “tremendous weekend print package” which the publisher continues to invest in.

BBH creative director, Michael Russoff, commented: “We’ve all had weekends that never got started, that we wasted, that fizzled out before they even began. We wanted to make work that reminds people of how great a full weekend can be and the Saturday Guardian’s and Observer’s role in that.

“It’s a film that’s full of product, but not in the way you usually see it. Not presented to you neatly, but used, abused, devoured, dripped on, crumpled, fallen asleep with. The way we use our weekend papers is full of affection. We wanted to make something that reflected how close we are to them at the weekend.”

HLA’s Simon Ratigan shot the film with BBH creative director Russoff composing the soundtrack.

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