2020 AdAge Creativity Awards - 'The Truth Is Worth It' Directed by Martin + Lindsay
/ AdAge
'THE TRUTH IS WORTH IT' FROM THE NEW YORK TIMES IS A SYMPHONY OF ADVERTISING CRAFT"
CRAFT OF THE YEAR
It was a tough competition in craft, marked by exquisite work across a range of product categories. Apple received double finalist nods for its in-camera masterpiece “Bounce” and the poignant animated tale “Share Your Gifts.” The myriad visual vagina metaphors of Libresse’s “Viva La Vulva" captivated the jury, as did the expert effects and comedic storytelling on the singing tchotchkes of Ikea’s “Silence the Critics,” while John Lewis’ “The Boy and the Piano” was an entrancing trip through Elton John’s history. But ultimately, the jury rallied around The New York Times’ “The Truth Is Worth It.”
Each element was impeccable—the direction, editing, music, sound, typography, and each served a crucial part in the campaign’s storytelling symphony, weaving together seamlessly to illustrate the journalists’ paths to the “truth”—and why it’s worth paying for.
IDEA OF THE YEAR
Our jury bestowed 'Idea of the Year,' Ad Age's Creativity Awards best of show winner, on The New York Times' “The Truth Is Worth It,” by agency Droga5. Also decorated with Craft of the Year and Best ROI: Work That Works honors in the Business category, the campaign shed light on the depth of the publication's reporting, and for demonstrating why good journalism is worth paying for by putting viewers in the shoes of its reporters.
At the core of the films is a single connected thread of animated words that appear on screen resembling a continuous writing and rewriting of headlines. Combined with found footage, the films detail step-by-step the painstaking efforts Times reporters make to go from hunch to headlines. Each spot is a masterwork of craft, combining text, sound and images to tell reporters’ harrowing tales. The campaign not only reinforced the New York Times brand at a pivotal point in the history of journalism, and also led to significant lift in-site engagement and boosted subscriptions.
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