CLASSIC STORYTELLING
IN THE DIGITAL AGE
Lessons from The NY Times' The Truth Is Worth It
Listen to the episode and find out now!
This is the story of how one of the oldest businesses – the printed press, more than survives the digital age; it thrives by transforming their hard copy model to an online subscription model with an award-winning campaign that celebrates the relentless pursuit of truth in a world full of fake news.
Show Highlights:
>> 00:09 What are the issues discussed and who is this for?
>> 01:19 Who is Kevin Geeves?
>> 02:05 What is the campaign about?
>> 04:16 How does execution impact messaging? Can you do film if you have no money to shoot?
>> 07:17 Can a film be copy-led? When should we use copy to lead?
>> 07:48 Has advertising gone down the tubes?
>> 09:02 The context is decisive
>> 11:18 Useful questions to ask when creating marketing campaigns
>> 11:42 The importance of having principles in business and marketing
>> 13:13 How to start building a tribe
>> 13:52 Why most sponsored social posts don't work
>> 13:52 Why most sponsored social posts don't work
>> 14:12 Having the courage to engage with detractors
>> 15:04 Creating brand advocates by chunking up to human values
>> 15:04 Creating brand advocates by chunking up to human values
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CREDITS
Client: The New York Times
Campaign: The Truth Is Worth It
Agency: Droga5, NY
This is the entry video for the Cannes Lions 2019 advertising awards
