Blackwood Communications Group (BCG) has been commissioned by Fairfax Media to develop the launch campaign for its revitalised business paper, The Independent.

The campaign features striking graphics that are an analogy to The Independent’s new approach and attitude – led by its team of journalists.

Jenny Stiles of Fairfax media said, "The new-look Independent is strikingly different in terms of both its look and content. We wanted a campaign that reflected the change; to be bold and distinctive, but also to have a bit of the attitude about it that the Independent has always stood for.  BCG nailed the campaign in one hit and in a time frame that could only be described as ‘tight’ – but that’s newspapers!”

The campaign launched in radio, online, ambient and, of course, newspaper.  Jody King of BCG said, “It is an exciting new direction for The Independent and we had great fun putting it together.  You learn a lot about your colleagues when you put the mayday out for a studded leather dog collar…”