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
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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