Independent journalism for an independent life.
Our campaign for The New York Times put a spotlight on the paper’s diverse readers. Using real Times headlines and imagery alongside artifacts like footage, music, sounds and voices, each piece formed a carefully crafted look into a reader’s life through the lens of journalism.
The campaign marked a new direction for the brand. Moving away from truth and towards the idea of Independence, it aimed to show how the journalism of The New York Times helps to make a life more rich, more colorful and more independent.
Featured on It’s Nice That, AdWeek and The Drum.
Independent journalism for an independent life turned into one of The New York Times’ biggest ad campaigns to date, with TV buys, digital billboards and painted walls in many major US cities and even an insert in the paper itself.
