Creative Director’s Choice gives creative directors a chance to highlight the work they think is the best out in the ad world — the ads and campaigns they believe are making a difference.
This week, Juan José Quintana, senior vice-president executive creative director at Orcí explains why ‘The Truth is Worth It’ campaign from The New York Times – which won several Grand Prix awards at the Cannes Lions International Festival of Creativity – left him saying ‘wow’.
That is the first thought that came to mind after seeing each of the executions for ‘The Truth Is Worth It’ campaign, created by Droga5 for its client, The New York Times.
That same ‘Wow!’ stayed with me throughout the whole spot, and thereafter.
In times like the ones we are living in, journalism has been despised, attacked and undervalued. In two minutes or less, these spots remind us of a truth: that the quest for ‘the truth’ implies hard work, time (tons of it), dedication and commitment. It may be risky, it may take you to foreign places, sometimes far, faraway places. In some cases, it may take you back to square one.
Following what seems to be a ‘simple’ structure, and an elegant, not to mention clever, play on supers, they begin to slowly unfold each story. All very powerful stories, supported by a combination of stock, archived and recreated video, as well as an incredible audio mix. We follow along as The Times takes us through these journeys almost as if we were on a ride. A roller-coaster ride. Until ‘the truth’ is finally unveiled. And published. Only to start a new journey, all over again.
This campaign consists of several executional videos, featuring investigative reports on some topics which headlines alone are polarizing. For example, one video reports on immigrant children being separated from their parents at the US border; another uncovers the story on Trump receiving millions of dollars from his father through tax schemes; and one even sheds some light on the ISIS files.
All are incredibly engaging, shocking, and informative. They are big and bold. They convey their message in an intelligent, powerful, and creative way: quality journalism that tenaciously digs for ‘the truth’ is journalism worth paying for.
Juan José Quintana is senior vice-president executive creative director at Santa Monica agency Orcí.
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