Idea: destroy the product
Campaign: “Edited Highlights from the Irish News”)
The Irish New was a dull newspaper. So dull that there was no way to sell what it actually was. So instead we destroyed what it actually was, with the aid of scalpels and scissors. y Cutting up the paper’s dull headlines - and reassembling them as interesting headlines. With the tagline “Edited Highlights from the Irish News”. Which - at least - showed snapshots of the breadth of content the paper covered.. This blatant misrepresentation seemed to work. Resulting in a rise in circulation - and some slightly more interesting headlines in the paper itself. As they started to get a little riskier.
“Rude awakening for Tyson as Armagh Farmer, 68 lashes out with right.”
Tyson Fury vs. angry farmer? We gave the paper a fun, surreal quality it never had before.
“Bingham’s boys flushed down toilet in nightclub tragedy.”
Footballers. Nightclubs. Flush mechanisms? What’s wrong with this picture?
“Bishop starts rumpus over one million Euro booze bill.”