FD
2022
Campaign strategy
In 2022, FD introduced its revamped weekend newspaper. Our brief? To develop a campaign that would make FD.weekend stand-out in a highly competitive playing field.
Thought-up
on the weekend
In the FD.weekend campaign we highlight iconic inventions that were thought up during the weekend. Solidifying FD as the go-to weekend newspaper for aspiring trailblazers.
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Saturday is the most important day for newspapers—it’s the moment when print truly shines as a medium. This means that the Saturday newspaper essentially acts as FD's flagship. By refreshing its weekend edition, FD was able to convey its brand essence in a clearer, more appealing, and more inspiring way, drawing readers in even further.
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But today, nearly every newspaper offers a weekend edition, giving audiences endless choice. Our mission? To make FD stand out as the top choice for anyone with ambitions to shape the future—and win “the battle for the weekend.”
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Weekdays are filled with meetings, constraints, and pressures, making time your most valuable asset. This leaves little room for personal development or reflection. But during the weekend, anything is possible. You have the freedom to relax or be challenged, and it’s precisely during this time that the best ideas are born. We leaned into this insight in our campaign approach, positioning FD.weekend as the clear choice for professionals with serious ambition.
Dawn
Concept
Art direction
Production
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