To illustrate its open approach to journalism, The Guardian imagines how the story of the Three Little Pigs might be covered nowadays, throughout print and online, in their brilliant new ad campaign.

Some argue that this is the best ad we’ve seen so far this year; it is indeed refreshing and exciting to follow the story from the paper’s front page headline, through a social media discussion and finally to an unexpected conclusion…
Editor-in-chief Alan Rusbridger explains the thinking behind The Guardian’s approach depicted in the ad, ending with: The newspaper is moving beyond a newspaper. Journalists are finding they can give the whole picture better. Over a year the readership grows – a little in print, vastly in digital. Advertisers like it, too.

By BBH London.