The Gazette: "THE"

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Building on The Gazette's "Words Matter" campaign, this project singled out one of the most used words in the English language -- "the."

Focusing on the local, the campaign kicked off with a one-day change to The Gazette's masthead that edited out the word "Gazette," leaving the masthead to simply read "The" on print issues as well as on the web. This attention-grabbing move not only led people to wonder "what the?" but also reaffirmed English-speaking Montreal's long familiarity with the newspaper, as, even when nothing remains but "The," The Gazette is still instantly recognizable.

"The" was further singled out in a series of print ads and TV spots that incorporated hand drawn typography and illustrations. This painstaking hand-drawn approach emphasized the thrust of the "Words Matter" campaign while also drawing a contrast with the word "the" which remained in The
Gazette's masthead font. This visual style was carried through to promotions for particular article series, print ads, billboards and online pieces.

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Campaign:
Agency: Bleublancrouge
Creative Director: Gaëtan Namouric
Art Director: Martin Dupuis
Copywriters: Andrew Lord

2011 INMA - Second best in show: The Gazette: The

2011 INMA - First Prize, Brand Awareness: The Gazette: The
2011 Créa - Newspaper Single, Grand Prix: The Gazette: The

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TV - Things We Carry:
Agency: Bleublancrouge
Creative Director: Gaëtan Namouric
Art Director: Martin Dupuis
Copywriters: Andrew Lord
Director: Serge Mineo
Production: Blast media

Music: Bam Prod

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