'The Guardian' Huffed and Puffed and Made One of the Year's Best Ads. Did it Sell Papers?

Posted: 5/8/2012  |  By: Tim Nudd | Adweek.com

IDEA: Newspapers aren't known for their compelling self-promotion. Yet in the grip of their existential crisis, that's what they need—a riveting argument for their own value, evolution and place in the cultural conversation. In late February, London ad agency Bartle Bogle Hegarty delivered just that for The Guardian. Its brilliant two-minute spot, reimagining the Three Little Pigs as a modern news story, vividly demonstrated the paper's concept of "open journalism," which urges readers to collaborate in the news process by sharing commentary, images, even original reporting.