Sports Illustrated
Print Campaign
Barker DZP developed this unusual campaign for SI.com, Sports Illustrated’s online sibling.
To combat the (incorrect) perception that SI.com was just a digital version of the magazine, Barker DZP suggested highlighting the great journalism that is found exclusively in the online edition.
This campaign uses outlandish and provocative “headlines” as bait to draw the curiosity of the reader. Upon entering the URLs in their browser, they are taken to a SI.com landing page featuring an exclusive article on the controversial topic.