The Guardian

The Guardian
wieden + kennedy london
Luerzer's Archive

I came across this ad campaign for the Guardian in Luerzer's Archive. I was initially attracted to the way type was used as illustration, and to the fact that the bright color palette was not one typically associated with a newspaper. It was clever and unexpected, and the serif font (probably Guardian Egyptian) remains legible in spite of the overlap and transparencies.

Here's another ad from the same campaign by Wieden + Kennedy. The same serif font and vibrant color palette is repeated. This time the copy is kerned tightly to the point of overlap to illustrate the point that you can create a hierarchy through means other than size and weight. In this case, the color palette grabs our attention and creates subtle focal points facilitate reading.