Most brands, when turning 200, would choose to celebrate past achievements. But the Guardian has never been one to follow the herd. So they chose to focus on what comes next.

Since the very beginning, their mission has always been to make the world a better, fairer place for everyone. But their mission is far from being finished. And as a brand, the Guardian have always had a special, purpose-driven relationship with their readers. So it was important that we made them feel a part of the campaign.

The main focus for our "200 years a work in progress" creative platform was a multi-city out-of-home and poster campaign. We chose meaningful locations (particularly in the newspaper's hometown, Manchester) that had special significance for our audience.

And we crafted our copy to have a knowing resonance with our readers too.

Most brands, when turning 200, choose to celebrate past achievements. But the Guardian – never one to follow the herd – chose to focus on what’s next.

Their mission has always been to make the world a better, fairer place for everyone. But it’s a mission far from being finished as our campaign strapline acknowledged through its double meaning: the Guardian. For 200 years, a work in progress.

A newspaper with a reputation for driving change deserved bold, disruptive copy at the heart of the multi-channel campaign. It was important that our readers felt their special, purpose-driven relationship with the brand was acknowledged too.

So, we chose meaningful locations (particularly in the newspaper's hometown) that had special significance for our audience and crafted our copy to have knowing resonance with our readers. Provocative headlines were also carefully aligned to the enduring values that only The Guardian could lay claim to.?