Newspapers Atlantic represents a collection of local and community newspapers that are read by nearly 4 out of 5 Atlantic Canadians – the largest single audience of any form of media.
Revolve was approached with an interesting business challenge: inform media buyers in the Toronto market that newspapers are the best way to advertise national products to Atlantic Canada. This small target group meant that we had to come up with an engaging, direct marketing piece that would speak to the breadth and quality of the newspaper audience.
Using paper doll chains cut from Atlantic Canadian newspapers, we created a stop-motion video that showed the dolls travelling across the provinces. This demonstrated the reach of Atlantic Canadian newspapers and introduced all the people and places the East Coast has to offer.
The video was mailed to media planners, along with a portion of the paper doll chain that displayed statistics about the Atlantic Canadian audience – a memorable piece of direct marketing that demonstrates the message in a unique manner.