Today, many people get their news in 140 characters or from pop culture sites like Buzzfeed. But Het Parool is a Dutch paper that still believes the news should be reported fully, and from all sides of the issue, giving their readers a richer experience and more knowledge about current events.
In this campaign, part of a news story was displayed on a standard outdoor billboard, then more copy was added via a supplemental board. This addition completed the headline, adding deeper context and clarity to the news story, and paying off the campaign tagline, “The Full Story.”
(The billboards were displayed in Dutch in the Netherlands, but because exact text placement is critical to understanding the headlines in context, the original copy has been replaced with English translations.)