The Wall Street Journal (WSJ) has released a brand campaign that aims to challenge readers to go beyond click-bait media and challenge themselves by reading its content.
Developed by The&Partnership and led by a television spot, the ‘Read Yourself Better’ campaign intends to place the WSJ as the destination for quality journalism and will be supported throughout of home, online video, social media, print and display advertising.
The 90-second TV spot was directed by Cadbury’s Gorilla’s Juan Cabral and will be followed in a few weeks with a pop-up vending machine that will allow passers-by to ‘upgrade’ old magazines and newspapers for the latest copy of the WSJ.
Justin Ruben, executive creative director for The&Partnership in New York, explained: “The idea behind 'Read yourself better' is to highlight how hard it is for consumers to navigate our overloaded media landscape and to figure out who to trust and what’s worth reading.
"The WSJ is a solution to this with its quality journalism based on facts. Creatively we wanted to bring the online and offline world to life in a new and unexpected way and create a visual world that also broke through the clutter.”