The New York Times launched a brand campaign, “Independent Journalism for an Independent Life,” that illustrates how its reporting serves as inspiration and fuel for the unique, independent lives of its readers. Conceived by agency Droga5 New York, the campaign underscores the role The Times plays in inspiring and enriching readers’ lives, showcasing its breadth of journalism and reflecting the uniqueness of those who subscribe to it.
The campaign tells the stories of multiple subscribers, reflecting that what you read can inspire who you are. In the videos, Droga5 took a unique approach “filling the screen with a life,” using The New York Times’ headlines and visual assets to tell the story of the individual reader–weaving together their interests, reading history and personal story, illustrating their independence.
Among the campaign videos is this piece on Vera, a Times subscriber since 1947. Droga5 NY co-creative directors Laurie Howell and Toby Treyer-Evans directed this portrait of Vera.
Credits
Client The New York Times Agency Droga5 New York Tim Gordon, co-chief creative officer; Laurie Howell, Toby Treyer-Evans, executive creative directors & directors; Nico Baumann, sr. copywriter; Inna Kofman, sr. art director; Sara Muchnick, copywriter; Jessica Pester, art director; Lee Pozin, designer; Rachel Hess, sr. designer; Ruben Mercadal, co-head of film and content; Samar Zaman, sr. producer, film; Matthew Mintz, Hugh Copeland, associate producers, film; Mike Ladman, sr. music supervisor; Brad Nayman, Brandy Ricker, music supervisor; Dakota Brockman, sr. producer, interactive; Cliff Lewis, director, art production; Daniel Jackson, sr. producer, art; Harry Roman-Torres, chief brand strategy director; Carmen Von Patterson, strategy director; Justin Schneider, group communications strategy director; Mads Murphy, communications strategist. Production LFR Productions Scott Perry, DP, filmmaker; Anthony Carella, DP; Luigi Rossi, exec producer; Francesco Rizzo, supervising producer; Sean Gordon Loebl, line producer. Editorial Beau, Cut + Run Beau Dickson, Jen Dean, editors; Evan Bahnsen, Chrissy Doughty, assistant editors; Diana Mendez, sr. producer; Marcia Wigley, head of production; Ellese Shell, exec producer; Lauren Hertzberg, managing director. Postproduction The Mill Matthew Engel, exec producer; Claire Stiefel, associate producer; Oisin O’Driscoll, color; Anton Anderson, finishing lead; Laura Nash, Yimeng Sun, designers. Sound Wave Studios Aaron Reynolds, sound designer & mixer; Vicky Ferraro, exec producer; Eleni Giannopoulos, producer. Music Audio Network Music Forever Friends
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
