copeland's work

times colonist

150^th anniversary

The Victoria Times Colonist, the longest-running daily newspaper in Western Canada, celebrated a significant 150-year milestone in 2008. As important as it was to celebrate the past the advertising still had to support newspaper’s relevance in the modern digital society and move the needle on subscriptions and readership.

The creative had to evolve over the course of the year-long campaign to remain engaging. Summer brought the opportunity for unique out-of-home creative, and for the last quarter of the campaign, a modern element was juxtaposed against historical imagery to suggest the ongoing role of the paper in chronicling changing times.