Sydney-based independent creative agency Cocogun has launched a new global campaign series which questions the use of Artificial Intelligence for British news and current affairs journal, The Economist.
Placed in the US and UK under bridges and across intersections, the red billboards feature provocative lines that question AI, spark reflection, and remind people that strong copywriting still holds attention in outdoor advertising.
Executed in the famous minimalist style with concise, thought-provoking copy on the classic red background, the campaign “highlights The Economist’s ability to cut through the noise and arm its readers with facts, context and insight”.
The work, which comes in the wake of the brand’s refresh last year, has been designed for the US and UK, with media placements around the World Trade Centre, key New York City and Chicago subway stations, and beyond. In the UK the work runs in key sites across Leicester Square, Carnaby Street and Canary Wharf.
The collaboration between Cocogun and the journalism brand is the latest chapter in the partnership, which has seen the award-winning independent Sydney agency work on a number of key projects for The Economist since last year.
Nada Arnot, EVP marketing at The Economist, said, “With a creative heritage as iconic as ours, selecting partners to help us make the brand relevant and engaging for today is key. The team at Cocogun clearly knows and loves our brand deeply.”
“We’ve brought them in to collaborate and support on a number of creative initiatives.”
Cocogun creative partner, Ant Melder, said: “To follow in the wake of some of the greatest advertising the world has ever seen is no small task.”
“I like to think/am utterly terrified by the idea that a certain Mr Abbott is somewhere in the ether looking down on everything we do with a judicious, firm yet encouraging eye. We’re beyond proud to have been entrusted with this, and look forward to continued collaboration.”
