WCRS has created a campaign to launch a one-off special supplement – The Late Night Standard – for ESI Media, owners of The London Evening Standard.
First announced at Goodstuff’s Creative Showcase in June, The Late Night Standard has been created to celebrate the opening of the 24-hour service on the Tube on August 19.
Like the actual London Evening Standard, the Late Night Standard will celebrate everything London offers, but with an additional focus on what to do, where to go, what to eat and what to wear after dark in the capital. It will cover everything from night tube etiquette, to tales from the workers who keep London up and active throughout the night.
Following a competition run by ESI Media, WCRS won the opportunity to create the marketing campaign. The campaign plays on the classic image of a dog holding a newspaper, but instead shows London’s nocturnal wildlife clutching copies of the Late Night Standard.
The campaign includes a cover wrap of the Evening Standard, a selection of print executions and will feature on several Ocean Outdoor and Land Securities sites across London, including the famous ‘The Curve’ screen at Piccadilly Circus, from 8pm on Thursday night.
Ross Neil, Executive Creative Director at WCRS, said: “The work for the Evening Standard is simple, elegant and non tricksy. It’s a lovely thing when the work is so simple that the message and the idea are inseparable. It was a pleasure working on a piece of work where the process was so condensed there was not enough time to over complicate the idea.”