The Guardian launches ‘The whole picture’ – a new brand platform built on helping Australians make sense of a comp

The Guardian today launches The whole picture in Australia, a new brand platform that reflects the publisher’s belief that journalism should do more than report what’s happening – it should help people understand what lies behind the events. At a time when audiences are overwhelmed by information, The whole picture showcases the Guardian’s distinctive approach to journalism: connecting stories, perspectives and ideas from around the world to help Australians see and understand the bigger picture. The campaign launches with a football-focused creative under the heading: “Every moment. Every match. Every story.” Coverage of the World Cup 2026 will be driven by the Guardian’s unrivalled team of football reporters and analysts, backed up by broader news and commentary reflecting the Guardian’s view that football is about more than what happens on the pitch. Behind every match are stories about identity, migration, power, money, culture and community. Understanding those connections reveals something bigger about the world around us. The Guardian’s global World Cup coverage will combine live blogs of all 104 games, interactive player guides, match reports and video deb

Jun 8, 2026 → Jun 8, 2026