Monday Must See: NYT/The Truth Is Worth It
| Monday Must-See: The New York Times |
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| To celebrate the arrival of new LIONS Live talks on The Work, this new Monday Must-See format will showcase learnings from the extensive archive of inspirational talks. Today, we kick off with double Grand Prix winner The Truth Is Worth It for The New York Times. |
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The New York Times invests heavily in sending reporters out into the field in search of the truth. Its 2019 Film and Film Craft Grand Prix-winning campaign, The Truth Is Hard To Find, depicts how its journalists hold power to account, demonstrating how time and tenacity have led to headlines. During LIONS Live, our bi-annual digital show that makes the behind-the- scenes of creative excellence accessible to all, Amy Weisenbach, SVP Marketing at The New York Times and Droga5’s Group Creative Directors, Toby Treyer-Evans and Laurie Howell, discussed the campaign. Craft-wise, it used real footage from journalists’ smartphones, arresting copywriting and innovative editing techniques to show audiences the effort involved in delivering the truth. The outcome? It not only persuaded people to pay for a subscription but broke all previous acquisition records, enabling it to keep on investing in its editorial resources. |
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