Tribal DDB London has created an online campaign for The Guardian Weekly publication, geo-targeting US users with the objective of raise subscriptions from overseas. Using animated banners and skyscrapers Tribal DDB satirises the egocentric agenda of America's largest television broadcasters. Matt Law, account director at Tribal DDB comments:
"For a US audience, the strongest selling point of the Guardian Weekly is its impartiality and the international perspective of its editorial coverage. Turning these characteristics on their heads formed the basis of the ads creative."