Thinkboxes January/February 2012 Winner: The Guardian’s 'The Three Little Pigs' by BBH London

The winner of the January/ February Thinkboxes was The Guardian with ‘The three little pigs’, its first major brand campaign for more than 20 years.

The aim was to demonstrate The Guardian’s approach to journalism and encourage consumers to recognise it as far more than just a newspaper.

The campaign illustrates its open-journalism model with the retelling of the classic fairy tale. The Guardian wanted to describe the way it offers a broad perspective by showing how even a timeless story could evolve through social media and external contribution.

Richard Furness, head of sales and marketing at The Guardian, says it is proud to have delivered a film people enjoyed, debated and shared.

‘It has sparked debate about the nature of news in the digital landscape and open journalism, and encouraged reappraisal of our brand,’ he adds.

Twitter and Facebook reaction to the TV ad was instantaneous. Subsequent debates showed viewers understood its themes and enjoyed it.

David Pemsel, Marketing Consultant at Guardian Media Group, says that to deliver a successful brand campaign, one must think globally, be bold and take risks.


[This] will pay off if the idea is good enough, the strategy is sound and the campaign is delivered by a team at the top of its game. And don’t underestimate the power of a story well-told

David Pemsel Marketing Consultant, Guardian Media Group

Client The Guardian; Ad agency BBH London; Creative team David Kolbusz, Matt Fitch, Mark Lewis; Production Rattling Stick; Director Ringan Ledwidge

Other ads on the podium

T-Mobile What Britain Loves (2nd)

  • Creative agency Saatchi & Saatchi
  • Creative team Dan Warner, Andy Vasey
  • Clients Nick Foster, Kelly Engstrom, Julie Heselton
  • Production company Partizan London
  • Director Traktor

Durex In Sync (3rd)

  • Creative agency Euro RSCG;
  • Creative team Fabio Abram, Braulio Kuwabara, Brendan Wilkins;
  • Client Reckitt Benckiser;
  • Production company Academy Films;
  • Directors Si & Ad

Also shortlisted

Cadbury Dairy Milk Bubbly Joyville

  • Creative agency Fallon
  • Creative team Sam Oliver, Shish Patel, Chris Bovill, John Allison
  • Client Daryl Fielding
  • Production company MJZ
  • Director Tom Kuntz

Virgin Media Broadband Keep Up

  • Creative agency DDB UK
  • Creative Gary Anderson
  • Client Richard Larcombe
  • Production company Moxie Films
  • Director Seth Gordon

A view from a Thinkbox Academy member on this month's picks


The Three Little Pigs” is a beautifully crafted, intelligent and provocative piece of work. A children’s story reinvented for the digital era with all the twists and Tweets of a 21st-century thriller.

Nick Darken Executive Creative Director, Albion

Click here to see who won the previous award

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