Brand: The Economist

Product: Magazine

'Distress' is an ambient campaign to be executed in the magazine aisle in local stores that sets out to establish The Economist as a magazine for readers with higher than average minds, higher than average income but less than average time. It is meant to distress individuals in high stress careers working long hours.

Using a red stress ball with the copy 'The Economist' on the ball as the communication channel which will be place competitors' magazines such as Forbes as a gift to distress the target audience.

Credits: Copywriter and Art Director: Julian Zwane

               Photography: Stock Images