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'The Truth Is Worth It' in Droga5's Latest NY Times Campaign

Creative 160 Add to collection

Furlined's Daniel Lindsay and TJ Martin highlight the time and commitment that proper journalism takes

'The Truth Is Worth It' in Droga5's Latest NY Times Campaign
In a time when the truth is being twisted, bent and sometimes forgotten, Droga5 is showing how The New York Times brings the truth back to readers across the world. This led to the development of the 'The Truth Is Worth It', a campaign that looks to bring to light the danger, bravery, perseverance and determination that it takes to be a New York Times journalist and ultimately how that helps people better understand the world.

'The Truth Is Worth It', ads are the latest in The Times’s 'The Truth Is Hard' brand campaign series, which aims to show that original, independent journalism requires resources, time and commitment, and that subscribing to The Times is crucial in that effort.

There are New York Times journalists out there doing everything it takes to get the story and bring back the truth to help me understand the world - the subscription and the truth are worth it.



The first two in a series of upcoming films feature recent consequential scoops from Times reporters, including the persistent work of national immigration reporter Caitlin Dickerson, who was the first to report that migrant children were being separated from their parents at U.S. borders earlier this year; and David Barstow, Susanne Craig and Ross Buettner’s bombshell investigation into President Trump’s dubious tax schemes.



The creative displays the dedication, rigour and time reporters like Caitlin and so many others at The Times commit to in their pursuit of truth and holding power to account. The Trump’s Taxes ad shows how various public records led Times reporters to sources and more than 100,000 unseen documents over the course of the 18-month investigation. The immigration ad takes the viewer through the journey of Caitlin’s news gathering process - from her conversations with shelter owners verifying family separation in the face of repeated denials from government to fact-checking claims, to the final published story.

The brand campaign comes at a time when anti-press rhetoric is on the rise and news organisations, particularly at the local level, are depleting. As a result, we looked to bring this to life with range of stories and processes - showing that, no matter the subject, no matter the story, The New York Times chases the truth with the same rigour and integrity. 
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Client

Brand: New York Times

Brand Strategist: Iain Newton

Executive Creative Director: Laura Ford

Executive Director: Janis Huang (Marketing & Media Strategy)

Senior Manager: Peter Lauer (Media Strategy)

Project Manager: Blair Ecton (Senior)

Chief Operating Officer: Meredith Kopit Levien

Head of Brand: David Rubin

Brand Marketing: Amy Weisenbach

Post Production / VFX

Post Production Company: Significant Others

Producer: Alek Rost, Kyra Hendricks

Colourist: Sophie Borup

Animator: Phil Brooks

Creative Director: Dirk Greene

VFX Artist: Betty Cameron, Jenna DeAngelis

Colourist Company: Company 3

Colour Producer: Alexandra Lubrano

Sound

Sound Company: Wave Studios NY

Sound Engineer: Aaron Reynolds, Ed Downham

Executive Producer: Vicky Ferraro

Creative Agency

Creative Agency: Droga5 NY

Chief Creative Officer: Neil Heymann

Executive Creative Director: Tim Gordon

Creative Director: Laurie Howell, Toby Treyer-Evans

Copywriter: Chase Kimball

Creative Chairman: David Droga

Junior Copywriter: Ben Brown

Junior Art Director: Jackie Moran

Design director: Nate Moore

Designer: Eli Hochberg

Chief Creation Officer: Sally-Ann Dale

Director of Film Production: Jesse Brihn, Ruben Mercadal (Associate)

Film Producer: Brandon Chen, Holly Schussler (Associate)

Music Supervisor: Mike Ladman

Director of Business Affairs: Jocelyn Howard

Senior Business Affairs Manager: Whitney Vose

Global Chief Strategy Officer: Jonny Bauer

Head of Strategy: Harry Román-Torres

Strategy Director: Nick Maschmeyer

Head of Communications Strategy: Dean Challis

Group Communications Strategy Director: Samantha Deevy

Senior Communications Strategist: Jay Potash

Data Strategy Director: Ryan Miller

Group Account Directors: Courtney Russell

Account Director: Ola Abayomi

Account Managers: Tehjal Suri

Senior Project Manager: Caroline Kosse

Junior Project Manager: Amanda Cohen

Legal: Sarah Fox

Production Company

Production Company: Furlined

Director: Daniel Lindsay and TJ Martin

Executive Producer: David Thorne

Music

Composer: Danny Bensi, Saunder Jurriaans

Offline

Edit Company: Final Cut

Editor: Jim Helton

Edit Assistant: Chris Rizzo, Sophie Solomon, Alyce Muhammed

Producer: Lareysa Smith

Executive Producer: Sarah Roebuck

Head of Production: Penny Ensley

Genres: Documentary, People, Storytelling, Dialogue

Categories: Media and Entertainment, Newspapers

Droga5 New York, Wed, 31 Oct 2018 13:49:27 GMT