Challenge

Reposition the Financial Times Weekend edition as a standalone lifestyle publication, distinct from its financial roots.

INSIGHT

Research revealed that FT readers value the magazine’s unique perspective and embrace its differences as an advantage.

SOLUTION

Leading the creative team, we focused on the difference the FT Weekend brings the reader. The quality of the content—spanning lifestyle, art, and culture—goes beyond information, offering personal insight that opens minds and shifts perspectives, changing you as a person from the inside out. We brought this vision to life with striking double-exposure imagery and minimal copy, emphasizing the FT difference. This approach won the competitive pitch and delivered a compelling message that resonated deeply with our audience.

The campaign ran globally across TV, cinema, OOH, press, digital, and in-store, resulting in a 10% increase in subscriptions, far surpassing our target.