A series of ads promoting Australian publication 'The Chronicle' feature shady situations exposed by the news. The Chronicle's campaign shows various scenes framed by an overlay of a striking headline.
Seemingly innocent and normal situations are transformed into something sinister with the addition of a few words. Something like an honest business deal was turned into a scam with the headline "Businessman Faces Fraud Investigation." An innocent flirting scene was transformed into something foreboding with the text "Russian Expat Swindles Lonely Men."
The beautifully executed ads were designed by Clemenger BBDO to appeal to the Australian market. Clemenger BBDO's ads play on fear by showing what could happen when you have a lack of information. By featuring worst case scenarios where you could be in financial or physical harm, the ads are strongly encouraging people to read The Chronicle.