Financial News brand campaign

Financial News, an industry tabloid, wanted to be taken more seriously. Jokes seemed like an obvious route—jokes and stories, actually, with recognizable setups. The framework highlighted FN's content quality in a knowing, clever voice, landing on an insight we offer called The FN Perspective. Of course the client took the safer route: visual puns spelled out in headlines.

Role: concepts, copywriting

CD: Ben Shuttes
Art Director: Will Hoffman
Copy: Dave Zuckerman