FIND YOUR CORNER
OF THE SPINOFF
For news media in Aotearoa New Zealand, the last 12 months have been devastating. Plummeting ad spends and significant funding cuts have resulted in industry-wide redundancies and legacy organisations closing their doors for good. Despite having one of the most engaged audiences in the country, The Spinoff has also been grappling with an uncertain future.
To protect the platform, The Spinoff set an ambitious goal of doubling its membership in 2025 - asking its regular audience of half a million who consume its content for free to become paying members.
Inspired by the iconic political compass
The campaign transforms consumer research into topical scales that celebrate the diverse interests of The Spinoff’s audience through its unique offering.
Plotted along these scales is a proud group of existing Spinoff members who have granted permission to share their data, showcasing the content they love and pay for. The portraits featured have been beautifully captured by Film Construction’s Jake Dennis, whilst the layouts in every execution have been dictated by the data itself.
