Economist Aims High

The Economist is launching a new brand strategy that they hope will appeal to new readers.

Watch the Ad

The ‘Red Wires’ campaign is aiming to reach the ‘intellectually curious’ who might not currently consider themselves to be Economist readers.

The cinema based advert features the wire jumper Florent Blondeau was filmed in Budapest in April 2009. The ad has Florent walking through the city while balancing on red wires, closing with the strapline ‘Let your mind wander’. The advert tries to depict the concept that each wire is representative of a thought  inspired by reading The Economist and the journey is a metaphor for the pleasure of connecting different ideas. Visit www.campaignlive.co.uk to view the full cinema advert.

There will be print and digital activity accompanying the cinema adverts. The Economist currently sells 186,995 copies each week in the UK.