Sunday, May 18, 2025
  • Login
  • Register
Roastbrief US
  • Campaign
  • Agency
  • Entertainment
  • Innovation
  • Marketing
  • Metaverse
No Result
View All Result
Roastbrief US
  • Campaign
  • Agency
  • Entertainment
  • Innovation
  • Marketing
  • Metaverse
No Result
View All Result
Roastbrief US
No Result
View All Result

Droga5 releases latest ad for The New York Times, using headlines to reflect a reader’s life

Roastbrief by Roastbrief
July 28, 2022
in Advertising, Agency
Reading Time: 3 mins read
A A
Droga5 releases latest ad for The New York Times, using headlines to reflect a reader’s life
Share on FacebookShare on Twitter

Laurie Howell and Toby Treyer-Evans of Droga5 have directed the campaign, matching the rhythm of a subscriber’s life to their reading history.

https://youtu.be/4g7IOJygfr0

If it ain’t broke, don’t fix it – and the ongoing collaboration between The New York Times and Droga5 just works. Picking up from Droga5 and Kim Gehrig’s infectious 2020 ad for the publication Life Needs Truth, the creative agency has released Independent Journalism for an Independent Life, a new campaign directed by Droga5 directors Laurie Howell and Toby Treyer-Evans. While Life Needs Truth puts journalism to the beat of jazz, the new spot follows the rhythm of multiple readers’ lives, shifting the lens onto audiences to show the “personal impact” of journalism, Droga5 directors Toby Treyer-Evans and Laurie Howell tell It’s Nice That.

The campaign is built on the idea of independence. Each advert follows one reader – Jordan, Vera, Becky, Lianna and Yassmin – as their singular lives and interests are revealed through their reading history. But in classic Droga5-Times fashion, article headlines fill the screen, typed out brilliantly to sounds, music and a keyboard clicking. Offering an insight into subscribers’ personal stories, Independent Journalism for an Independent Life aims to show both the multiplicity of The New York Times journalism and its readers, while celebrating the role journalism plays in inspiring and informing those stories.

“We loved the idea of filling the screen with a life – toggling between moving image and static imagery – life and journalism – blending artifacts with music, sound and moments from our readers’ lives to paint an interwoven picture of who they are,” continues Toby and Laurie. “Building the text block and the story at the same time felt visually different as a starting place for a commercial – filling up a life and stretching every corner with type, sound and image.” Utilising this visual device, Droga5 captures the differences between lives and continues the identity it established with its previous work for the publication.

While Droga5 wanted to evolve from previous campaigns, certain stylistic signatures reappear, making the work instantly recognisable as The New York Times. “The use of typography is something we have kept as a thread through the work,” Toby and Laurie explain, “playing with timing, writing, typeset and images, all on the screen together.”

Droga5 interviewed a variety of voices across the United States for the spot, asking subscribers about their New York Timesreading histories, interests and lifestyles. The team then collected and curated headlines to paint a narrative, which informed the material the creative agency shot. These research strands come together to create an “interwoven” story of a life,” says Toby and Laurie.

Independent Journalism for an Independent Life launches today (Monday 7 February); the full campaign features TV, digital, print, out-of-home, social and audio spots.

https://youtu.be/K4II9cYrQvE
https://youtu.be/l5ev_itkCB0
https://youtu.be/F7VJPgqYsBE
ShareTweetPin
Previous Post

MCCANN WORLDGROUP PHILIPPINES APPOINTS BARBARA GUTIERREZ AS CHIEF STRATEGY OFFICER

Next Post

BATMAN’S ‘BATARANG’ SLICES THROUGH AN OREO IN BRAND’S STRIKING OUTDOOR

Related

Migrante Expands to Europe, Art, Creativity And An Interview
Agency

Migrante Expands to Europe, Art, Creativity And An Interview

May 16, 2025
Global Recognition for KPN and Dentsu Creative: Dave Frauenfelder Wins CMO Pencil at The One Show for ‘A Piece of Me’
Agency

Global Recognition for KPN and Dentsu Creative: Dave Frauenfelder Wins CMO Pencil at The One Show for ‘A Piece of Me’

May 16, 2025
Three UK brings a ‘Glow’ to the nation with the launch of a new brand campaign for customers
Brands

Three UK brings a ‘Glow’ to the nation with the launch of a new brand campaign for customers

May 16, 2025
Boticário combines viral social media trends and launches its first coloring book, inspired by the brand’s fan-favorite body splashes
Agency

Boticário combines viral social media trends and launches its first coloring book, inspired by the brand’s fan-favorite body splashes

May 16, 2025
Risqué and Chilli Beans pay tribute to iconic women in new campaign with mural in Batman Alley
Agency

Risqué and Chilli Beans pay tribute to iconic women in new campaign with mural in Batman Alley

May 16, 2025
Saylor Expands into Trailers with Award-Winning Editor Anaïs Bimpel as New Creative Director
Agency

Saylor Expands into Trailers with Award-Winning Editor Anaïs Bimpel as New Creative Director

May 16, 2025
Next Post
BATMAN’S ‘BATARANG’ SLICES THROUGH AN OREO IN BRAND’S STRIKING OUTDOOR

BATMAN'S 'BATARANG' SLICES THROUGH AN OREO IN BRAND'S STRIKING OUTDOOR

Discussion about this post

Sign up and get more benefits

Create a user account at roastbrief.us and get new benefits for free on our platform
  • Get the latest articles in your email
  • Manage your favorite content
  • Enjoy exclusive content just for you

Roastbrief is a digital media with global presence that seeks to share knowledge and updates about the creative industry.
Privacy Policy
Send your press releases to: press@roastbrief.us

Welcome Back!

Login to your account below

Forgotten Password? Sign Up

Create New Account!

Fill the forms below to register

*By registering into our website, you agree to the Terms & Conditions and Privacy Policy.
All fields are required. Log In

Retrieve your password

Please enter your username or email address to reset your password.

Log In
No Result
View All Result
  • Campaign
  • Agency
  • Entertainment
  • Innovation
  • Marketing
  • Metaverse

2023 Roastbrief is a digital media with global presence that seeks to share knowledge and updates about the creative industry. Privacy Policy Send your press releases to: press@roastbrief.us

This website uses cookies. By continuing to use this website you are giving consent to cookies being used. Visit our Privacy and Cookie Policy.