In a post-truth world of fake news, alternative facts, hyperbole and echo chambers, the truth is becoming harder and harder to come by. After a shock election result and with a new Commander-In-Chief attacking the free press like never before, consumers are seeking sources of news they can rely on. We set out to communicate the role and quality differential of The New York Times and to show how honest, reliable reporting is more important than ever.
The resulting brand campaign, the first for The Times in over a decade, has become an enduring strategic platform allowing the brand to activate against the news cycle and cultural calendar on an on-going basis.
Click the link above to see the work.