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By Audrey Kemp | LA reporter

September 13, 2023 | 5 min read

A trio of short films convey how the outlet’s data-driven research can pose solutions to modern global issues.

In a society where opinions often overshadow facts, Bloomberg Media’s new campaign, coined ‘Context Changes Everything,’ aims to emerge as a beacon of truth, with a resounding call for context and precision.

The new work, which broke Monday, comprises three 30-second spots: ‘Sand,’ ‘Office’ and ‘AI.’ Each clip addresses a core topic within modern business within Bloomberg’s fresh reporting lens, positioning the publication as the leading purveyor of fact, context and data-based business reporting.

In ‘Sand,’ for example, the narrator alerts audiences about the planet’s dwindling supply of sand and how Bloomberg Media’s databases and news reporting aid the public in understanding this issue.

‘Office,’ the series’ successor, addresses the well-known pay disparities in the workplace among women and women of color. What might be less known, however, is the data-driven insight that closing the pay gap could boost our economy at large.

Finally, in ’AI,’ Bloomberg Media takes on the country’s broken healthcare system and how artificial intelligence can help people in the future.

To add a sense of momentum and intrigue, the spots were shot to look as if they were done in one take before closing on the following tagline: ‘Context changes how you see things. Context changes how you change things. Context changes everything.’

They were directed by Axel Byrfors, a Swedish luminary who previously oversaw campaigns for Coca-Cola, Mitsubishi, Shell, Canon, Samsung and other brands.

“We make every business and journalistic decision with our audience as the priority, and it‘s clear to us, as the world and media landscape change, that our readers and viewers want more context from the news and information we deliver,” said M. Scott Havens, chief executive of Bloomberg Media.

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“The ‘Context Changes Everything’ campaign demonstrates our unique approach to unwrapping and dimensionalizing the business story at the heart of the news– and what a Bloomberg.com subscription and access to our video and events platforms gets you daily. The collaboration with Wieden+Kennedy New York helped enhance the voice and visuals for this work and show the strength of our connection to 100 million modern business leaders as we continue to market to and grow that audience.”

The campaign was developed in partnership with the creative agency Wieden+Kennedy New York, marking the first work the two entities completed together.

“We were drawn in by Bloomberg Media‘s urgency for forward progress in the world,” commented Jiah Choi, president at Wieden+Kennedy New York. It‘s not about just helping modern leaders get ahead, it‘s empowering them to affect more communal change with the common ingredient that’s so often missing – context.”

The work will run from September until November 17 across social media platforms (LinkedIn, X and Facebook) and out-of-home (across NYC, including on taxis and rideshare tops, bus shelters, train stations, JFK and Laguardia airport).

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