Float like a butterfly... smash like a brick

Inspired by editor-in-chief Katharine Viner’s essay A mission for journalism in a time of crisis, Hope is Power sees the Guardian launch its first brand campaign in seven years in smashing style.

Set to the track Nothing Changes, from Tony award-winning musical Hadestown, the spot dedicates it's 60-second runtime to the powerfully simple image of a  butterfly trying to get past a window.

Brilliantly symbolising the impact of perseverance, and exemplifying the paper's position in the media landscape, Academy Award-winning director James Marsh's film makes for memorable viewing. 

“Against the backdrop of a volatile political landscape around the world and with a frugal budget," comments Anna Bateson, chief customer officer at Guardian News & Media, "we have chosen to take a bold creative approach which we hope will inspire readers to support Guardian journalism in a number of ways.”

A collaboration between the Guardian’s brand, marketing and editorial teams, with Uncommon London leading on creative development, the campaign airs for five weeks across television, video-on-demand, cinema, outdoor, social, audio and The Guardian’s own channels in the UK, US, Australia and globally, relying on carefully targeted use of the paper's platforms, contra agreements and use of fly posting and podcast ads.