Last year, The New York Times declared its strategic intention to be “the essential subscription for every curious, English-speaking person seeking to understand and engage with the world.” Now, it’s bringing that proposition to life in a colorful new brand campaign from longtime agency partner Droga5.
The work introduces a new tagline, “More of life brought to life,” which replaces last year’s “Independent journalism for an independent life.” And while it treads somewhat familiar creative ground—quick edits, headlines and images sourced from Times stories, the sounds of typing on a keyboard—the campaign is more pointed in presenting the value proposition of a full Times subscription.