The classic Economist ads of the past flattered the intelligence of its readers. This global subscription-driving campaign switches the focus around by giving a tantalising taste of the publication’s content to non-readers. People who think The Economist is a stuffy stat-filled business journal. Using hyper-relevant ad placement, it drives them to a bespoke campaign hub in a way that’s as surprising, irreverent and witty as The Economist’s writing itself. So far, this work has generated nearly 8 million prospects.