A YCN 2011 Student Awards brief. Good Investments Pay off is an insert found in the financial section of quality papers like The Guardian. The middle spread of the insert folds out to transform from a description of great investment opportunities into a showcase of Green & Black’s. The closing page features a short editorial article that celebrates Green & Black’s 20 years of pioneering ethical trading and organic farming.

The insert takes the audience by surprise by cheekily misleading them before revealing itself as an advert for Green & Black’s. Instead of down playing the premium price of the product, the campaign boasts about it, pushing the idea that trading up to the more expensive bar is a good investment. The Brand is shown to to be witty and tongue in cheek, changing perception of Green & Black’s as being exclusive into ‘everyday special’.

Making use of sequential ads on escalators allows the tease and reveal approach of the initial publication insert advert to be opened up to a wider audience. Strategically placing these in only London Underground stations of affluent areas assures the campaign is seen by the desired audience.