ToI Chennai's one year anniversary campaign puts recycled paper to use

The Times of India's Chennai edition is celebrating its first anniversary with a new campaign ‘A Year in the Life of Chennai’ in the form of news posters. The campaign has been created by JWT India. The campaign has been created using recycled newspaper content and has been crafted in a three dimensional design space. The last 365 days of the newspaper were used to craft three different Chennai cityscapes: Marina Beach, Mount Road and The Mylapore Temple.

Below: 'Tide' poster campaign for The Times of India, Chennai



 “We created this campaign to celebrate the change in Chennai over the last 365 days and announce the 1st anniversary of The Times of India in Chennai. This is an interactive campaign where we are also inviting readers of ToI across Tamil Nadu to create their brand new news poster from plain old newspapers,” says Senthil Kumar, executive creative director, JWT India.

The creative team behind the campaign includes Senthil Kumar (executive creative director and copywriter); Karthik Sekhar (art director) and Karthikeyan Ramachandran (3D designer).

The media mix includes print and online.

Read about the ToI Chennai launch campaign here and about the ToI Chennai Nakka Mukka campaign here.