Brief Explanation

The Age with Whybin\TBWA have created a new brand campaign to re-launch The Age newspaper. Aimed at intelligent, opinionated Melbsurnians, the new campaign is the first to carry the overarching brand and creative idea of "Forever Curious". The Age newspaper is a Melbourne institution and has always delivered quality, balanced, independent journalism. The new campaign repositions The Age as a compelling, relevant, modern brand that challenges and entices its readers in a changing world. "Forever Curious" is the synthesis of how The Age will always dig a little deeper to uncover for their readers, a compelling and captiviating story, even from the most seemingly ordinary of places. It's a promise from the brand to its readers to continue to be curious about the world we live in and to uncover the side of a topic that is yet to be considreed, that is unexpected and keeps readers captivated to the very last word. In this TVC we see a real Melbourne Taxi driver, Washim Qureshi, from a passengers point of view. A narration begins to tell us a bit about hi, gradually digging a bit deeper than we might if were a passenger. We discover that he is much more than "just a cabbie".