Wouldn't it be nice to laze around all day just like the family pet? That's exactly what Fairfax wants you to do – but with the paper of course.
The character at the centre of this new trade and consumer campaign for the publisher, ‘Dog’, observes hectic family life in motion – and inspires them to adopt his relaxed mode by enjoying Fairfax’s weekend newspapers The Sydney Morning Herald, The Sun-Herald, The Age and Sunday Age.
“Enjoying the weekend papers is a great way to relax and be inspired, but typically it’s an opportunity missed by people who are too busy being busy,” Fairfax director, subscription brands and consumer acquisition, Hayley Peacock-Gower, said.
“‘Take Back Your Weekend’ is built on the insight that we’re often busier on the weekend than during the working week. ‘Dog’ inspires people to make time for themselves – like he does – and enjoy the unrivalled news content that Fairfax Media’s weekend newspapers provide.”
The campaign will run acorss print, digital and out-of-home as well as across social platforms.