The Washington Examiner
Philosophically, The Washington Examiner is a right of center, conservative newspaper in the politically-charged DC region. Their masthead includes a facsimile of the American seal. They wanted to stimulate online readership with a campaign that would not only distinguish them from their competitors, but also be true to their belief in the traditional values of this country. We gave them a battle cry that both conservatives and liberals could relate to and they, as a brand, could support: Freedom isn’t free. The multimedia campaign included TV, Print, Radio, OOH, mobile billboards, and a significant online component using interactive web banners that took readers to the latest headlines, a Twitter feed, and a chance to win a free iPad.
Freedom Isn't Free Campaign