The Sunday World is one of Ireland’s most popular tabloid newspapers.

Building on the insight that consuming the news is a habitual act, similar to taking a daily vitamin, we reimagined the Sunday World as a ‘supplement’ readers can take whenever they need to know what’s going on.

Our film illustrates the benefits of reading the news using one of the most awkward situations imaginable – being the clueless one in a conversation with strangers.

The film is supported by a print and digital campaign, which focuses on the ‘supplements’ themselves. Taking cues from pharmaceutical advertising, the stories are put front and centre, with each topic depicted as a distinctive character-filled capsule, and playful small print included.

ECD: Adrian Fitz-Simon
Senior Copywriter: Kieran O’Driscoll
Art Director: Zoë Higgins
Head of Design: Peter O’Dwyer
Digital Designer/Animation: Maria Esposito

Production: H2 Films
Director: Jim Owen