New York Times: The Truth is Worth It by Droga5

Agency: Droga5
Date: Oct 2018
Your Vote
4/5
Overall Rating
5/5
Opps, please vote again
14 votes

The latest ads from The New York Times’ ‘The Truth is Hard’ campaign track the real-life stories of zeitgeist-altering scoops through phone calls, notes and drafted headlines.

Devised by Droga5, two new films have been created under the banner of ‘The Truth is Worth It’.

The first, which is entitled ‘Perseverance’, depicts national immigration reporter Caitlin Dickerson’s dedication to report that migrant children were being separated from their parents at US borders earlier this year.

The film opens with a laptop typing notes regarding rumours of a new government policy. Hidden behind her notes, Dickerson writes ‘question policy’, ‘question government sources’, ‘call government sources’ and ‘call DHS [Department of Homeland Security]’ onto a cinematic to-do list.

Accompanied by notes and recordings of her calls, images of traumatized children held in detention centers begin to flash into the picture as Dickerson finds solid evidence and her story becomes clear. The film finishes with her final headline from 20 April: ‘Hundreds of immigrant children have been taken from their parents at the US border’.

The second spot, ‘Rigor’, dramatizes how David Barstow, Susanne Craig and Ross Buettner researched and published their scoop on President Trump’s murky tax schemes – a story that took 18 months to pull together.

The news brand hopes the spots will make clear how much dedication and time goes into breaking a story at The New York Times under the campaign banner ‘The Truth is Worth It’.

Credits

Creative Chairman, David Droga

Chief Creative Officer, Neil Heymann

Executive Creative Director, Tim Gordon

Creative Director, Laurie Howell

Creative Director, Toby Treyer-Evans

Copywriter, Chase Kimball

Junior Copywriter, Ben Brown

Junior Art Director, Jackie Moran

Design Director, Nate Moore

Designer, Eli Hochberg

Chief Creation Officer, Sally-Ann Dale

Director of Film Production, Jesse Brihn

Associate Director of Film Production, Ruben Mercadal Producer, Film Brandon Chen

Associate Producer, Film Holly Schussler

Music Supervisor Mike Ladman

Director of Business Affairs Jocelyn Howard

Senior Business Affairs Manager Whitney Vose

Global Chief Strategy Officer Jonny Bauer

Head of Strategy Harry Román-Torres

Strategy Director Nick Maschmeyer

Head of Communications Strategy Dean Challis

Group Communications Strategy Director Samantha Deevy Senior Communications Strategist Jay Potash

Data Strategy Director Ryan Miller

Group Account Director Courtney Russell

Account Director Ola Abayomi

Account Manager Tehjal Suri

Senior Project Manager Caroline Kosse

Junior Project Manager Amanda Cohen

Legal Sarah Fox

Client

New York Times

Meredith Kopit Levien EVP & Chief Operating Officer David Rubin SVP, Head of Brand

Amy Weisenbach VP, Brand Marketing

Iain Newton Brand Strategy Consultant

Sabena Gupta Director, Brand Strategy

Laura Forde Executive Creative Director, Brand Marketing Brenda Natoli Director, Head of Voice

Brenna King Schleifer Brand & Media Insights Director

Janis Huang Executive Director, Marketing & Media Strategy Peter Lauer Senior Manager, Media Strategy

Blair Ecton Senior Project Manager

Production Company

Directors Daniel Lindsay and TJ Martin Executive Producer David Thorne

Editorial

Furlined

Final Cut

Editor JimHelton

Assistant Editor Chris Rizzo, Sophie Solomon, Alyce Muhammed Executive Producer Sarah Roebuck

Head of Production Penny Ensley

Producer Lareysa Smith

Post Production

Producer Alek Rost, Kyra Hendricks Animator Phil Brooks

Creative Director Dirk Greene

VFX Artist Betty Cameron

VFX Artist Jenna DeAngelis

Color

Colorist Sophie Borup Producer ​Alexandra Lubrano

Music

Composers Danny Bensi & Saunder Jurriaans

Sound

Sound Designer/Mixer Aaron Reynolds Sound Designer/Mixer Ed Downham Executive Producer Vicky Ferraro

Significant Others

Company 3

Wave Studios NY

Flipkart: #BeUnskippable by McCann

Added 22 November 2019
Agency: McCann
Overall Rating
5/5Vote
Overall Rating
5/5Vote

Google: Soli Dance DJ by Swift

Added 21 November 2019
Agency: Swift
Overall Rating
0/5Vote

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.