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.