Newsworks: It’s time to get real by Gravity Road

Client: Newsworks
Date: Oct 2017
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Newsworks, the marketing body for national newspapers, has released a new ad campaign which juxtaposes stark images of conflict with two-dimensional emojis to highlight the depth of each news story versus the transient nature of social interactions, and the need for trusted news brands to analyse the complexity of the world now more than ever.

The campaign, called ‘It’s time to get real’, was created by advertising agency Gravity Road and launched yesterday (8 October) in national newsbrand titles. The ads go live across out of home sites today.

The ads use powerful images from news scenes around the world; including a photograph from a rally in Venezuela, an image depicting relatives reuniting across a wired fence, and a woman covering the eyes of a child as a military member is seen in the background, placed side-by-side with two-dimensional emojis.

The marketing body hopes that by drawing stark comparisons between the complexity of a news story and the simplicity of an emoji, it will highlight newsbrands’ role in conveying the depth of news at a time when trusted news is needed more than ever.

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