The World Ahead is the flagship publication of The Economist’s future-gazing franchise.

2021 was the first time the marketing campaign for this publication was done by the in-house creative team, which allowed for a closer collaboration with the editorial team.

Publication’s cover (illustrated by Israel Vargas) encompassed all key themes discussed in the annual magazine. It was a complex collage where the visual balance came through a limited colour palette and B&W photography.

To create a visual link the same visual principles were applied for the marketing campaign. However, in each ad we focused on one of the key topics. The final digital and print ads have a single image rotating into focus and bring clarity to what the upcoming year might hold. By revealing the key themes individually and tailoring copy, we were able to ask provocative questions and encourage viewers to question what might take place in the world ahead of 2022.

Creative Direction: John Long
Art Direction: Stephen Petch, Laura Dirzyte
Design and Animation: Laura Dirzyte
Copy: Ruth Azar

The World Ahead 2022 Campaign • 2021