Metro Design & Branding MAKE SOMEONE'S DAY by The Partners

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Industry Newspapers
Media Design & Branding
Market United Kingdom
Agency The Partners
Creative Director Jack Renwick
Designer Alex Woolley, Sam Hall
Released April 2010

Credits & Description

Category: Self Promotion
Advertiser: METRO
Product/Service: METRO NEWSPAPER
Date of First Appearance: Apr 6 2010
Creative Director: Jack Renwick (The Partners)
Senior Designer: Sam Griffiths (The Partners)
Designer: Alex Woolley (The Partners)
Designer: Sam Hall (The Partners)
Media placement: News Paper - 6.5 Million Copies, Distributed Across The UK - 6 April 2010

Describe the brief from the client
Design a four page cover wrap that will inspire and energize London Metro readers for the day ahead. (The Metro is a free newspaper available at all public transport stations).

Describe the challenges and key objectives
Londoners are miserable in the morning, no one speaks, no one smiles, and no one interacts. We wanted to remedy this but also try and perform a bigger function - The newspaper is usually left behind on public transport, creating a mess. We wanted to encourage readers to take the newspaper with them and pass it on. Not only make people smile and be able to pass on a smile to others, but to make all other passengers happy too by having a day without messy newspapers strewn all over the seats.

Describe how you arrived at the final design
Sitting on the London Underground covered in the mess of newspapers, it dawned on us that we needed to encourage people to take the newspaper away with them. To help clear up and to share it with other readers.
What do people hand over to other people? Flowers!

By combining a rolled up newspaper and 4 beautifully photographed flowers, each representing a different connotation, we created a simple way to pass on a smile at the same time as passing on the free newspaper.

Each flower was printed on the front, back and inside front and back covers. You could choose which flowers you handed over by how you folded it.

Give some indication of how successful the outcome was in the market
The special edition cover was initially intended for London commuters, however once the design had been finalized Metro decided to print the cover on all 6.5 million copies of the 6th May edition across the U.K.

The cover generated interest from all over the internet. It featured on several blogs, ranging from D&AD to The Ecofollower.  And to the Metro itself with people thanking them for ‘making their day’.

Comments included:
‘My mum was made up when I offered her a paper rolled as her favourite flowers…a bunch of daffodils.’
‘What a lovely, simple idea to lift you on the first day back after the bank holiday.’
‘The Metro was the first rose I’ve ever given my girlfriend.’
‘That really has made my day.