Unlike some of its more prestigious competitors *cough* NYT *cough* USA TODAY doesn't beat around the bush. It's thorough, quality journalism without any added grandiosity or pretension. So they wanted a campaign that showed how they get to the point—both the point of the story, and the impact on the reader—with an added burst of color to differentiate from all the boring, monochromatic competitors out there.
To show USAT's versatility, we wanted to highlight everything they have—from the latest on political and social justice issues to issues as mundane as "what's for dinner?"
Nothing goes better with the morning news than a fresh cup of joe. So we made these cup sleeves that help you stay up-to-date on the latest news without burning your tongue or burning out before the day's even begun.
CW: Sam Blanc AD: Ramiro Silva, Alison Quagliato