As newspapers are under pressure as more and more people migrate online, consuming news in all number of formats and from any number of sources, our task was to drive reappraisal of newspapers as a format.

In a media landscape where you can receive real-time updates and instantaneous news from around the world for free, it is easy to forget that for just 20p you can get fantastically packaged news, entertainment and sport 'content' instantly dropped into your hand in a more user-friendly viewable format than any mobile device or computer could provide.

In response to the brief, our in-house film department Superglue, shot and produced two virals that showcased the newspaper itself and positioned The Sun as the greatest handheld device of the last 40 years.

The virals promoted the newspaper as a must have piece of cutting-edge technology by mimicking the iPhone's iconic launch ads and the iPhone apps ad. The first showcases the 'technologically advanced' features of the newspaper, such as its 'inbuilt games' and 'photo 3D graphics' and the second suggests several amusing scenarios where The Sun may be useful.

The films generated a positive response from around the world, sparking debate around the ad itself as well as the role of newspapers, totaling over 500k views within the first two weeks - a figure which is still rising.

It has been the most successful campaign for the last two years against the key brand metrics of Purchase Intent and Purchase Impact. 65% of readers thought it stood out from other newspaper advertising and an overwhelming 70% claimed it made them think The Sun is a modern paper.

As a result of online success the first film was adapted for a 60 second spot during the biggest TV event of the year, The X-Factor Final, drawing an audience of 19m!