The New York Times and Droga5 launched a new 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. By celebrating the role The Times plays in inspiring and enriching readers’ lives, the campaign showcases the breadth of our journalism and reflects the uniqueness of those who subscribe to it.
The campaign tells the stories of multiple subscribers across several ad formats – showing 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.
The ‘Independence’ campaign builds off the signature storytelling world for The Times that Droga5 established with the Truth campaign and turns the focus on Times readers for the first time. It features TV, digital, print, out-of-home, social and audio spots, and will start rolling out this month and run through mid-April with planned extensions to come later this year.
With VFX and Colour by The Mill