i newspaper

i For open minds

Agency: St Luke’s


St Luke’s, creative agency, is launching its first campaign for i newspaper, bringing to life the brand’s impartial stance and highlighting its open-minded journalism and objective approach to news.

The multi-media campaign launches on 22 September for four weeks, with the first burst running across press, digital and OOH. The creative idea is titled ‘i For open minds’, with each campaign execution raising a provocative question about current, topical events.

Readers will see a question illustrated next to a key protagonist who appears in black and white, while an arresting object depicted in colour suggests a twist and highlights the authoritative insight i brings to the story. With the image placed where the top of the protagonist’s head should be, the creative offers a dramatic, disruptive and striking vision of the story.

This professional campaign titled 'i For open minds' was published in United Kingdom in September, 2022. It was created for the brand: i newspaper, by ad agency: St Luke’s. This Integrated medium campaign is related to the Public Interest, NGO industry and contains 5 media assets. It was submitted about 1 year ago.


Client: Nina Wright - CEO, Harmsworth Media
Richard Thomson – Managing Director, i
Oliver Duff – Editor, i

Campaign Ad title: i For Open Minds

Creative Agency: St. Luke’s

Executive Creative Director: Richard Denney

Art Directors: Darren Keff / Graham Storey / Pete Mould / Richard Denney

Copywriters: Phillip Meyler / Phil Cockrell / Matt Harvey

Agency Producer: Christine Sibthorp

Chief Strategy Officer: Dan Hulse

Planning Director: Emma Banks

CEO: Neil Henderson

Senior Account Director: Barnaby Kelly

Head of Art and Design: Pete Mould

Designer: Pete Mould, Vanisha Mistry


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