St Luke’s has unveiled its first campaign for i newspaper, which it said focuses on the brand’s “open-minded” journalism and objective approach to news.

Titled “i for open minds”, the creative shop said each campaign execution aimed to raise a “provocative question about current, topical events”.

Each ad will feature a question illustrated next to a key protagonist – such as Vladimir Putin or Liz Truss – who appears in black and white, while an object shown in colour suggests a twist.

With the image placed where the top of the protagonist’s head should be, the image aims to add a “dramatic, disruptive and striking” view of the story.

The agency said the ads will cover a range of areas covered by i including news, politics, sport and world events, with headlines looking to encourage an even-handed and objective debate about the issue raised.

This article was originally published on Campaign.