Hasta La Creative!

The Guardian s 2012 campaign, its first for 25 years, examines the way in which the tale of the Three Little Pigs might be covered by The Guardian today. In an ironic retelling of the fairytale, the Three Little Pigs brutal killing of the Big Bad Wolf launches a storm of public reaction, revealing how the readership contributes to the news agenda. The campaign exposes the way stories develop as new facts emerge, and the effect social media has on news coverage and debate. Directed by Ringan Ledwidge, the commercial is an insight into the Guardian’s practice of open journalism that explores the ways in which people respond to news in the digital age.
The campaign won a ‘yellow pencil’ D AD design award for TV Cinema Advertising, The Grand CLIO award, The Eurobest Awards, Business Insider’s 10 Best Ads of 2012 and The British Arrow Craft Awards.