Financial Times

Challenge:

In 2012 newspaper paywalls were controversial. They were seen as an affront on the landscape of free and easily accessible news we had become accustomed to. The Financial Times joined The Times in pioneering the news paywall. The challenge, then, was to convince readers that quality journalism is worth paying for.

Solution:
Opinion for free? Or free opinion? This idea was submitted in response to an open brief set by The FT on Ideabounty.com. A key ask in the brief was that the idea stayed relevant to the brand’s existing tag line, We live in Financial Times.

Silver award winner at Ideabounty.com 2012