Tribal DDB London’s highly colourful campaign for The Guardian launched to connect the brand’s progressive digital outlook with its founding values.

Targeted at transient online news consumers, as well as The Guardian’s existing loyal online and newspaper readers, this campaign uses vivid colour and rich media formats beautifully to bring the newspaper’s four original values to life: editorial independence, a complete perspective, journalistic restraint, and fact versus opinion.

Each online ad links to customised entry points on the equally colourful campaign microsite, where users can access and play with the other ad executions, as well as link to Guardian Unlimited content or download specially created screensavers.