The Sun-Times launched its first external advertising campaign in years with CTA messaging aimed at invigorating the brand and pumping up the number of single copy sales. The campaign centers around the use of real, witty Sun-Times headlines displayed out of context in order to effectively capture riders’ attention. Through the use of minimalist design and strong calls to action, potential readers learned the brand’s strengths and various new paper sections.
Client: Chicago Sun-Times
Date: January, 2014