Date

April 2016

Client
The New Day
About This Project

 

We might have won the prize for the world’s most obvious idea ever. So obvious that no one had thought of it.

 

*CASE STUDY VO BEGINS* 

 

Our team of cultural strategists discovered that there was a WWE tag team called The New Day. Which got us to thinking…

 

*CASE STUDY VO ABRUPTLY ENDS*

 

Don’t be booty. Everyone knows about the two-time world tag team champions The New Day, right?
Big E? Kofi Kingston? Xavier Woods? They’ve got literally millions of social fans.

 

So, when newly launched Trinity Mirror title, The New Day, asked us to think of interesting cultural ways to drive social conversation about its newspaper, we didn’t need to think too long.

 

Errr. What if The New Day edit The New Day?

So we just made it happen. Over of 30million social impressions ensued in just 48 hours and…

 

*CASE STUDY VO BEGINS AGAIN* 

 

“…for the first time in British publishing history, professional wrestlers edited a national newspaper.

 

Well. Yeah. Obviously.