The White House

After 150 years of conservative styling, Austria’s leading quality daily decided for a comprehensive relaunch. The advertising campaign designed for this purpose features heads with brains inside:

This “live cell treatment” for the tradition-steeped newspaper was transformed into a “line cell treatment” (“Frischzellenkur”/Frischzeilenkur”) on the poster.

“Live” reporting also attracts “lively” target groups – the relaunch proved very successful.