With millions of results generated for each question on search engines, it’s easy for fake news to slip through and for people to be manipulated. To sort fact from fiction before the 2017 presidential election in France, Libération, one of the most recognized newspapers in the country, decided to replace the quantity and speed of search engines, by the quality and rigor of its journalists. It’s a new kind of search engine, not powered by algorithms coming from Silicon Valley, but by humans.
Before the vote, French people could ask questions on checknews.fr and journalists from Libération investigated their queries before coming back to them a few hours later with checked answers. A simple idea to give voters what they really needed: real facts. This made checknews.fr the slowest search engine on earth. But also the most reliable.
During the campaign, #CheckNews became the most trending term on French social media to signal lies and approximations. After the campaign, Libération decided to turn this campaign into a permanent tool against fake news.
J. Walter Thompson Paris created “the slowest search engine on Earth” for Libération, as chronicled in this case study film.
CreditsClient Libération Agency J. Walter Thompson Paris Florent Depoisier, executive managing director; Thomas Derouault, executive creative director; Paul-Emile Raymond, art director; Adrien Mancel, copywriter; Patricia Chemoul, TV producer; Dominque Rudloff, account director
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
To land the relatable... Read More