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It’s no secret that when it comes to consuming media, digital is now the norm. But, for The Guardian, paper still has a lot of currency.

This campaign extols the joy of print — and highlights what our readers tell us they love most about our paper. In a series of posters and tube car panels, we made a gentle nod to digital detoxing, with a softly nostalgic tone, while celebrating the analog experience of the newspaper.
With The Guardian fast approaching the end of a three-year plan to break even - for the first time in over two decades - the success of the campaign was critical.