The Week / UK / 2026Film · Social
Paperboy.
News magazine The Week sold itself as the antidote to news overload with 'Paperboy', a dry film about editors who filter everything down to the stories that matter, under the line 'Because the news needs a curator'.
- Brand
- The Week
- Agency
- thirty6
- Market
- UK
- Region
- Global
- Year
- 2026
The challenge
Click-bait and a constant news stream leave readers anxious. The Week, which reads everything and curates the best of it, wanted to reach curious people wary of bias and echo chambers.
The idea
thirty6 positioned The Week as the way to restore a news/life balance. 'Paperboy', written by Nigel Roberts and directed by J Marlow at Outsider, uses sardonic humour to show the editors at work. It launched on UK TV and paid social, with radio and direct mail making the case for the time readers save.
Case study source: Creativebrief Source ↗
Credits
- Creative agency
- thirty6
- Additional company
- UNIT9 London
- Production
- Outsider
- Post-production
- No.8ldn
- Creative Partner, thirty6
- Nigel Roberts
- Client Partner, thirty6
- Simon Hewitt
- Strategy Director, thirty6
- Allie Walker
- Agency Producer, thirty6
- Amy Sworder
- Producer, UNIT9 London
- Harry Starkey-Midha
- Director, Outsider
- J Marlow
- Director of Photography, Outsider
- David Proctor
- Production Manager, Outsider
- Tom Benkins
- Production Assistant, Outsider
- Tom Breheny
