THE dallas morning news – readership campaign

This is a spec campaign we created at FKM for Dallas' leading newspaper, The Dallas Morning News. They wanted to increase readership at a time when a lot of people were turning to competitive websites for their news. Our solution, in this case, was to play up the hometown aspect and demonstrate that even a mundane event can be newsworthy when viewed from a different angle. I often bristle against using exclamation points in headlines, but here they seemed perfect partners to the cheeky copy. (!) While the client never ran it, this campaign was always one of my favorites we presented. It still makes me laugh.