The guardian

One Minute brief entry

The Brief

One Minute Brief - Snooze

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The big idea

Use timezones as an advertising platform

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The spiel

This was around the time of the historic US election. The initial thought that came into my head was that, much like Donald Trump's inner child, news never sleeps. Being a huge Guardian fan I created copy with relevant imagery to illustrate the Guardian's got your back when it comes to the latest news while you slumber in your snooze.

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The execution

targeting people who have travelled across different time zones. We will serve ads to users who would ordinarily be asleep, but are awake due to that pesky body clock. We will be active in major city airports (where we all know time doesn't really exist, it's fine to have that 10am beer) and OOH executions within key commuter zones.