In anticipation of its relaunch next week, The Evening Standard has launched this surprising new campaign, which aims to firmly distance itself from the newspaper’s previous incarnation.
The London newspaper, which was bought by Alexander Lebedev from the Daily Mail & General Trust earlier this year, has had a reputation for having a somewhat negative take on life in the UK capital. This poster campaign seeks to signal the changes on the way by apologising for various perceived sins, including complacency, predictability and the afore-mentioned negativity. None of the posters mention the newspaper by name, but simply carry its Eros logo.
The campaign was commissioned by the new Evening Standard editor, Geordie Greig, and was created by McCann Erickson in London.
This YouTube film shows the campaign in action at Canary Wharf in London.