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
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
