Toronto Star: Truth boxes

Pooja Beri, Kirk Round

Toronto Star, a newspaper, revived the ugly, blue newspaper boxes to reintroduce itself and remind the people of the Toronto that nobody reports.

Campaign details

Brand: Toronto Star Brand owner: Torstar Entrant company: LEO BURNETT, CanadaIdea creation: Leo Burnett Toronto Market: Canada Sector: Newsbrands Media channels: Mobile & appsBudget: Up to 500k

Executive summary

An increasing number of Torontonians are now consuming their news almost exclusively through free online platforms. This trend has been compounded by a lack of trust in Canadian government/media organizations, resulting in a steep drop in subscriptions to local newspapers.

We needed to reintroduce and remind the people of Toronto that nobody...

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