The New York Times' 'The Truth Is Worth It' campaign earns its second Cannes Lions Grand Prix in Film Category

Effort included spot following the journey of Middle East reporter Rukmini Callimachi

Published On
Mar 26, 2019

Editor's Pick

 

The New York Times' "The Truth Is Worth It" campaign earned the Grand Prix in Film on Friday, adding to its Grand Prix for Film Craft earlier in the week. This marks the first time a single campaign has won in both those categories in the history of the festival.

“To be the best, you really have to have a brilliant idea, but it also has to combine with a brilliant execution,” said Goodby, Silverstein & Partners Chief Creative Officer Margaret Johnson, who served as jury president. The New York Times’ campaign “was the best example of idea and execution coming together,” she said. It demonstrated “credibility, authenticity and intensity.” Read more about the jury's deliberations over at Ad Age.com 

On Tuesday the campaign earned the Grand Prix in Film Craft. Jury Chair Rebecca Skinner, managing director and executive producer at Superprime, noted during the awards press conference noted, "This particular idea at its core was so complimented by the craft in every single aspect, that it was seamless, it was immersive. Without one piece of it being crafted in a perfect way, it would have hurt the other piece. It was a very strong piece of work and we all felt very proud about it.”

Read the full story on all the 2019 Cannes Lions Craft winners here

Original Story:

Droga5 New York’s most recent ads for The New York Times have thrown us into the drama of its investigative reporting. Under the banner of “The Truth Is Worth It,” spots have recreated its journalists’ rigorous--and sometimes life-threatening--digging via the simple layering of images and text.

They followed how NYT reporters unearthed stories about migrant children separated from their families at U.S borders, the questionable tax schemes that enabled President Trump to receive millions from his father, the genocide of the Rohingya ethnic minority in Myanmar and the Mexican government’s hacking scheme targeting journalists.

The latest ad takes us to the Middle East alongside Pulitzer-nominated reporter Rukmini Callimachi, who traveled back and forth to wartorn Iraq to uncover how the Islamic State was able to remain in power for so long. Rukmini put herself at great risk, visiting more than 150 locations to obtain the information she needed. Often, she’d be the first to arrive on a site after militant forces cleared out in order to get her hands on important documents and files left behind. In her dogged pursuit, she was able to determine how the militant state maintained its rule through a surprisingly potent pairing of ”brutality and bureaucracy.”

The endlines read: "The truth doesn't report itself. The truth takes fearlessness. The truth is worth it."

The ad breaks in the wake of Callimachi’s more recent reporting on the crumbling of the Islamic State’s last stronghold in Syria.

Credits

Date
Mar 26, 2019
Client:
New York Times
Client:
Droga5-New York
Client:
David Droga
Client:
Neil Heymann
Client:
Tim Gordon
Client:
Laurie Howell
Client:
Toby Treyer-Evans
Client:
Nate Moore
Client:
Eli Hochberg
Client:
Sally-Ann Dale
Client:
Jesse Brihn
Client:
Ruben Mercadal
Client:
Topher Cochrane
Client:
Brandon Chen
Client:
Holly Schussler
Client:
Mike Ladman
Client:
Jocelyn Howard
Client:
Whitney Vose
Client:
Jonny Bauer
Client:
Harry Roman-Torres
Client:
Nick Maschmeyer
Client:
Dean Challis
Client:
Samantha Deevy
Client:
Jay Potash
Client:
Ryan Miller
Client:
Courtney Russell
Client:
Ola Abayomi
Client:
Tehjal Suri
Client:
Caroline Kosse
Client:
Amanda Cohen
Client:
Meredith Kopit Levien
Client:
David Rubin
Client:
Amy Weisenbach
Client:
Iain Newton
Client:
Sabena Gupta
Client:
Laura Forde
Client:
Taylor Gandossy
Client:
Brenna King Schleifer
Client:
Janis Huang
Client:
Peter Lauer
Client:
Blair Ecton
Client:
Furlined
Client:
Daniel Lindsay
Client:
Tj Martin
Client:
Diane McArter
Client:
Ben Davies
Client:
David Thorne
Client:
Final Cut
Client:
Jim Helton
Client:
Chris Rizzo
Client:
Sophie Solomon
Client:
Alyce Muhammed
Client:
Sarah Roebuck
Client:
Penny Ensley
Client:
Lareysa Smith
Client:
Significant Others
Client:
Alek Rost
Client:
Kyra Hendricks
Client:
Phil Brooks
Client:
Dirk Greene
Client:
Betty Cameron
Client:
Jenna DeAngelis
Client:
Company 3
Client:
Tom Poole
Client:
Sophie Borup
Client:
Alexandra Lubrano
Client:
Danny Bensi
Client:
Saunder Jurriaans
Client:
Wave Studios
Client:
Role
Client:
Ed Downham
Client:
Vicky Ferraro

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