Monday, March 5, 2012

Guardian releases 'Three Little Pigs' ad for open journalism

The United Kingdom's Guardian has a hilarious new ad based on none other than the Three Little Pigs. The ad, released last week, envisions how the newspaper would cover the story of the Three Little Pigs in print and online.

The spot follows the developing story of the pigs' arrest for killing the Big Bad Wolf. The Guardian covers it all with gusto, from the paper's front page headline, to outcry on Twitter, a simulation of the Big Bad Wolf blowing the houses down, and finally, a very surprising conclusion to the age-old fairy tale.

It is the first major television campaign for the Guardian in over 25 years, according to the paper. It promotes the paper's concept of "open journalism," and multimedia platforms.

"Open is our operating system, a way of doing things that is based on a belief in the open exchange of information, ideas and opinions and its power to bring about change," said editor-in-chief Alan Rusbridger. "The campaign is designed to bring that philosophy to life for new and existing readers."

(Also, glimpse the behind-the-scenes of the campaign at the Guardian's website: