Politics. Tamed.

Art Direction
Visual Development Retouching
Typography & Layout
Politics has always been subject to the laws of the jungle, but now more than ever, the House of Commons resembles a zoo. The Times and The Sunday Times understand and translate the chaos better than anyone else.

Where we would typically see MPs, we now see political animals. Many of them known for the characteristics we so often see in our politicians.

The political world in the UK is in turmoil as Brexit edges ever closer. With so much noise and conflicting information available, the British people are confused and looking for a way to make sense of the mess. The Times and The Sunday Times have brought clarity and balance to politics since 1785, so we sought to remind them that the newspapers offer all the guidance and analysis they need.

To illustrate the increasing chaos in the House of Commons, Members of Parliament are represented as various animals. Presented are a selection of ads that I made for the campaign, these were seen throughout the UK on billboards, buses, taxis, in paper and online.

Client: The Times & The Sunday Times
Design: Ralph Pedersen
HoD: Matt Hunt
ECD: Robin Garton
Creatives: Andy Peel & Paul Alderman

Awards:
D&AD
WOOD PENCIL: Film Advertising / TV Commercials 21-40 Secs
SHORTLIST: Animation / Visual Effects Animation
SHORTLIST: Sound Design and Use of Music / Adapted Music

CREATIVE CIRCLE
BRONZE: Press Craft – Best Image Manipulation (single)
BRONZE: Outdoor Craft – Best Image Manipulation (single)

KINSALE
SILVER: Music & Sound Sound Design
SHORTLIST: Music & Sound Best Re-Record of Licensed Music

EPICA
BRONZE: Media
SHORTLIST: Topical & Real-time

CAMPAIGN
AD OF THE DAY: Feb 19, 2019
AD OF THE WEEK: Mar 7, 2019

THINKBOX
WINNER: Best TV ad Jan/Feb 2019

However what started as a brand campaign, quickly developed into a series of tactical ads highlighting the daily political turmoil. Often briefed in the morning, then sending the ads to print that afternoon for the next days press.

Westminster Jungle

After the success of the Politics. Tamed. campaign, The Times were after 2.0. With Brexit still dragging on and a Christmas general election, Westminster is no longer a zoo, it’s become a deeper, more complicated situation. To guide readers through the Westminster jungle, we took over Westminster Underground Station for a few days and released press, outdoor and radio into the wild.

Ralph Pedersen

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