Using ordinary flight maps, the second campaign between the Guardian and ITV promoting its new thriller ‘Red Eye’ makes use a several-page takeover to brilliant effect
The campaign creates a linear narration effect by linking together several ad spaces across last Saturday’s print edition of the Guardian, building tension as it moves from describing the whole flight map to one very particular high-stakes flight on its way to Beijing.
The format mirrors a previous campaign between the Guardian and ITV for fellow thriller ‘Trigger Point’, which used bomb wires and tense language to raise the stakes across several pages.
This latest campaign builds on the first activation of the partnership two weeks ago, which saw beautifully drawn comic-style visuals adorn a cover wrap of The Observer Magazine.
