The transparent newspaper

April 2013

A New Zealand newspaper that told readers exactly what they were paying for. GEM is a new online tool that lets Mercury Energy customers see how much power their home is using, and what itâs costing them. It makes buying and using power a completely transparent experience, showing users exactly what theyâre paying for. So to launch Mercury Energy's clever new tool, WhybinTBWA, Auckland interrogated The Herald's editors and extracted every fact possible about their 45472nd edition. We then wrapped those facts around the entire newspaper. And to keep things interesting, while still staying true to the cover, we inserted some extra facts throughout its pages.

Print advertisment created by TBWA, New Zealand for Mercury Energy, within the category: Professional Services.

Advertising Agency: WhybinTBWA, Auckland, New Zealand
Executive Creative Director: Toby Talbot
Creative Director: Steve Kane
Art Director: Cece Chu
Copywriters: Ryan Price, Steve Mccabe
Account Directors: Nick Bulmer, Mark Wilson
Designer: Lorenz Perry
Production Manager: Michelle Hong
Account: Lynlee Smith

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