The Guardian Invites Pedestrians in Berlin to Break Glass for Free Magazines

Stunt kicked off OOH strategy to attract new readers to the Guardian Weekly

posters on a wall
More than 2,000 campaign posters are on display in Berlin for the next three weeks. The Guardian Weekly

In a post-Brexit world, The Guardian has directed European readers to its international magazine in explosive fashion—by encouraging them to literally break glass to read a copy. Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.