Making headlines.
Work_
Strategy
Concept
Copy
Creative Lead
Year_
2012
About_
The Irish Examiner was a newspaper facing declining readership. Working closely with the editorial team, we developed a new section focused on taboo topics called Special Investigations. Each story began with a provocative headline, supported by a disruptive outdoor and social media campaign designed to drive awareness.
Results_
Special Investigations was an immediate success, driving a significant increase in readership. The Irish Examiner became the only broadsheet newspaper to increase its circulation that year. The section ran for more than four years, becoming an iconic part of the paper and one of its most recognisable campaigns.
The campaign won Gold at the International Newsmedia Marketing Association Awards in Los Angeles and Bronze at the EPICA Awards.
