The Drum Awards Festival - B2B

-d -h -min -sec

Client: The Times
Date: Feb 2019
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To reinforce its commitment to keeping readers informed in confusing times, The Times and The Sunday Times has launched an integrated campaign that portrays politicians as animals in 'Westminster Zoo.'

With the government in disarray over Brexit negotiations, likening the House of Commons to a zoo is not a far cry from reality.

Capturing the current mood of the nation, the 'Politics. Tamed' campaign anthropomorphizes politicians as animals in a similar vein to Orwell's Animal Farm.

Comprehending Brexit and all its dimensions is difficult even for those who sit in the house, and the newspaper's see it as their duty to make it more accessible for the general public.

Thus, the braying and territorial animals creating chaos in the campaign symbolises how difficult it can be to make sense of proceedings.

Designed by News UK's in-house agency, Pulse Creative, the ad sees squawking parrots, hysterical hyenas, slippery snakes and every-changing chameleons adorn the green benches of the House of Commons.

Reiterating how it is newspaper's jobs to 'tame politics,' only the lion and the unicorn - from the crest in The Times masthead - can bring order to the proceedings.


Director: Will Bartlett

· Production House: Framestore

· Executive Creative Director: Robin Garton

· Creatives: Paul Alderman and Andy Peel

· Strategists: Oliver Egan and Andrew Nicholls

· Business Director: Sarah Wood

· Chief Marketing Officer: Catherine Newman

· Director of Consumer Sales and Marketing: Jodie Jenkins

· Head of Brand and Campaigns: Lynne Fraser