The Guardian, a well-known British newspaper and online news organization, is recognized for its dedication to independent journalism, progressive perspectives, and extensive global coverage. In celebration of the launch of The Guardian’s Europe edition, a campaign has been initiated to underscore their distinctive ownership model and unwavering editorial independence. This campaign revolves around the theme of “Not for Sale,” highlighting their reliance on user funding.

In collaboration with Paper Trails Europe, The Guardian has unveiled two distinct creatives, both prominently featuring the “Not for Sale” declaration in Amsterdam, Berlin, and Dublin. In Amsterdam, a wild posting campaign prominently displayed B1 posters across the city, along with XL posters in the city center. Berlin utilized a combination of A1 and larger ABRI posters in its wild posting campaign, while Dublin featured A1 posters throughout the city, effectively conveying The Guardian’s resolute message.