Newcastle poster campaign: The Lighter Side of dark

The phones are tapped. Better talk at the pub.
Identity theft is up. Old-timey mugging is down.
Hell is waiting. But it's a dry heat.
Bad things come in threes. Newcastle comes in sixes.

Here's the US print campaign that goes with the new tagline showing "the lighter side of dark". For a UK interpretation, see the commercial with Sanjay, the guy who is adopted.

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Advertising Agency: Vitro, San Diego USA
Creative Director: John Vitro
Art Director: Barry Brothers
Copywriter: Jake Camozzi

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