Date: Aug 2017
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The Telegraph has launched its first major brand campaign in 10 years. The creative, called ‘Words chosen well’, utilises famous cultural references – from politics, to sport and pop-culture – to highlight how one word can evoke iconic moments in history. This includes Martin Luther King’s ‘dream’, the first man on the moon’s ‘leap’ and Muhammad Ali’s ‘float’.

‘Words are powerful. Choose them well’ is the closing line of the campaign, as the publisher looks to prove the importance of curation, insight and analysis, in a world in which words have the power to affect the course of history, but also distort the truth.


Creative agency: Adam&Eve/DDB

Group Chief Creative Officer: Ben Priest

Executive Creative Directors: Ben Tollett, Richard Brim

Copywriter: Laurence Quinn

Business Director: Tom White

Account Manager: George Fox

Producer : Brittany Littlewood

Planner: Tom Sussman

Media agency: Fetch

Media planner: Katie Foenander

Motion Graphics Direction and Production: Why Not Associates

Footage Research and Licensing: STALKR

Editing Company: Why Not Associates

Post Production: Freefolk

Post Producer: Charles Gillett

Colourist: Duncan Russell

Audio Post Production: Andy Humphreys at 750mph

Music and Sound Design: Composed by Dhruv Ghanekar, Wah Wah Music.