The Press & Journal, owned by DC Thomson, has been covering news in the north of Scotland since 1747.

They needed a new brand positioning and a high-profile OOH and social campaign that would bring their readership on a new journey – from print to digital-first.

I came up with the line ‘Every story starts with you’ to show that the P&J had people at its heart. This was backed up with stunning photography and clever lines that combined digital concepts with the everyday lives of readers.

The campaign had 1.5m OOH impacts and won the Best Brand Awareness category at the 2022 INMA Global Media Awards in New York.