The New York Times' gripping 'Truth' campaign from Droga5 wins Ad Age's best of show honor
Our jury bestowed 'Idea of the Year,' Ad Age's Creativity Awards best of show winner, on The New York Times' “The Truth Is Worth It,” by agency Droga5. Also decorated with Craft of the Year and Best ROI: Work That Works honors in the Business category, the campaign shed light on the depth of the publication's reporting, and for demonstrating why good journalism is worth paying for by putting viewers in the shoes of its reporters.
At the core of the films is a single connected thread of animated words that appear on screen resembling a continuous writing and rewriting of headlines. Combined with found footage, the films detail step-by-step the painstaking efforts Times reporters make to go from hunch to headlines. Each spot is a masterwork of craft, combining text, sound and images to tell reporters’ harrowing tales. The campaign not only reinforced the New York Times brand at a pivotal point in the history of journalism, and also led to significant lift in-site engagement and boosted subscriptions.