Independent journalism for an independent life
In this campaign, The New York Times sheds a light on its subscribers for the very first time.
As a group, these stories show off the depth of what New York Times journalism really has to offer, painting a picture of each individual through the journalism they’ve encountered, mixed with glimpses into their actual lives.
Featured on It’s Nice That, AdWeek and The Drum.
We also told the stories of our subscribers in OOH placements in major cities.
The New York Times website featured an interactive version of our campaign that allowed users to click through to the articles read by our subscribers as well as search for their own.
We also shared our subscribers’ stories on social, in every aspect ratio, with a bespoke typeset for each.
Credits
Role: conceptual development, art direction, graphic design, shoot styling, casting
Agency: Droga5
Creative team: Laurie Howell, Toby Treyer-Evans, Nico Baumann, Jessica Pester, Sara Muchnick & Lee Pozin
Partners: Scott Perry & Anthony Carella (Director Of Photography), Yana Yatsuk (Photographer), Cut and Run (Edit House), Wave Studios (Sound), and The Mill (Post Production)
Recognition
D&AD | Yellow ✏ | Art Direction / Integrated
D&AD | Yellow ✏ | Art Direction / Film x2
D&AD | Graphite ✏ | Editing / Film
One Show | Gold ✎ | Campaign - Music & Sound Craft: Sound Mixing
One Show | Silver ✎ | Jordan - Television & VOD / Long Form - Single
One Show | Silver ✎ | Jordan - Editing / Single
One Show | Bronze ✎ | Campaign - Music & Sound Craft: Sound Design
One Show | Merit | Vera - Editing/Single