Campaign (November 2018)


The November campaign was executed on Twitter on 4 November 2018. We captured the video and audio separately. The quietude of a semi-urban sunset was mixed with the bustle of an urban street, with special focus on the sounds of a dog and a child, in order to simulate and create the soothing feeling of a day’s end.

As Irrelevant Edition’s logo slowly fades in, the scene moves from black and white to a fully-fledged saraband of colours. When colours are fully restored, IE’s name appears on the screen.

To this effect, we decided to run with a slogan that would be equally soothing and relaxing and would sit well with the audio-visual elements of the accompanying media: “The perfect read for the end of your day.”