Havas Dublin has rolled out a new campaign to promote the recently launched CrimeWorld.ie website which is published by Mediahuis Ireland and which replaces the old SundayWorld.com website.
Called “Get Into Crime” has rolled out across TV, digital audio, print and outdoor and “captures the in-depth quality of Crime World’s journalism by showing readers immersed in the stories themselves, as the reporting takes them inside the moments and aftermath of a crime.”
The new crime website builds on the success of the podcast of the same name and is led by a team of Ireland’s most respected and experienced crime journalists.
“Crime World was born out of a clear strategic decision to protect and future-proof serious crime journalism,” said Lee Martin, head of marketing, Mediahuis Ireland.
“While the Sunday World already had a strong digital presence, we knew that continuing it in its existing form wouldn’t deliver the long-term audience and commercial model we needed. ‘Get Into Crime’ sets the tone for our ambition, and working with Havas allowed us to launch Crime World with confidence, clarity, and a genuinely premium feel,” he added.
Directed by Jamie Delaney and produced by Antidote, the campaign’s pair of hero films uses a point-of-view technique and carefully-crafted sound design to put readers into the shoes of a criminal or investigator, as if the story depicted in an article is playing out in real-time before them. Across the campaign, the invitation to “Get Into Crime” is set in a typeface inspired by CCTV, which was developed by Mark Porter Associates as part of their bold new visual identity for Crime World.
These films are supported by an extensive outdoor and print campaign shot by photographer Liam Murphy. “By capturing projections of crime scenes in-camera, the campaign visuals once again blurs the line between the reader and the article, as they seem to be part of the action themselves.”
According to Adrian Fitz-Simon, executive creative director, Havas Dublin, “The launch of Crime World was a terrifically exciting project for us. Creative team Zoë and Kieran hit the bullseye with an invitation to ‘get into crime’. The idea is at once relevant, eye-catching and edgy, while the executions (pun intended) are crafted beautifully by Antidote and Liam Murphy. This kind of work doesn’t happen without the support of clients who appreciate the value of strong creative.
CREDITS:
Client: Crime World/Mediahuis
Director of Marketing: Lee Martin
Senior Marketing Manager: Cliona O’Reilly
Marketing Manager: Arlene Regan
Advertising Agency: Havas Dublin
Executive Creative Director: Adrian Fitz-Simon
Senior Copywriter: Kieran O’Driscoll
Senior Art Director: Zoë Higgins
Agency Producer: Hannah Lambert
Designer: Glen O’Rourke
Digital Designer: Barbara Masson
Strategy Director: Darragh Kelly
Client Services Director: Niamh McDermott
Senior Account Director: Maria Mulrennan
Media Agency: Havas Media
Production Company: Antidote
Director: Jamie Delaney
Executive Producer: Andrew Freedman
Producer: Paula Stewart
DOP: Luke Jacobs
Sound Design: Tom Joyce/Sound Canvas
Post: Raygun
Post Producer: Jennifer Connolly
Casting: SG Casting
Photography: Liam Murphy
Digital Audio: Will Farrell/Blast Audio
Visual Identity: Mark Porter Associates
Motion Graphics: Smörgåsbord Studio
