The New York Times: Daniel Berehulak
The New York Times sought to reinforce its reputation for courageous, in-depth global journalism. They aimed to highlight the profound human commitment of their photojournalists to a discerning audience who valued authentic, impactful storytelling. The goal was to underscore the brand's essential role in revealing critical world events.
Creative Idea
A photojournalist's personal account revealed the unseen human cost of an invisible conflict.
The New York Times showcased photojournalist Daniel Berehulak's harrowing experience covering the Ebola crisis, revealing the unseen human cost through his personal narrative to underscore the brand's unwavering commitment to bringing difficult, essential truths to light.
Creative Strategy Deconstructed
Company
The New York Times credibly delivered unparalleled access and courageous, in-depth reporting from the world's most challenging, dangerous zones.
Category
News reporting often focuses on facts, sometimes overlooking the profound human dedication and personal sacrifice behind the stories.
Customer
Audiences sought authentic, unfiltered truths from global crises, desiring to understand the profound human cost and journalistic integrity.
Culture
A growing global awareness of humanitarian crises and the critical role of dedicated journalism in informing and mobilizing public understanding.
Company
The New York Times credibly delivered unparalleled access and courageous, in-depth reporting from the world's most challenging, dangerous zones.
Category
News reporting often focuses on facts, sometimes overlooking the profound human dedication and personal sacrifice behind the stories.
Strategy:
Elevate journalistic courage and personal sacrifice to underscore a brand's commitment to truth.
Customer
Audiences sought authentic, unfiltered truths from global crises, desiring to understand the profound human cost and journalistic integrity.
Culture
A growing global awareness of humanitarian crises and the critical role of dedicated journalism in informing and mobilizing public understanding.
Strategy:
Elevate journalistic courage and personal sacrifice to underscore a brand's commitment to truth.
Strategy Technique
Make the Invisible Visible
The campaign highlighted a journalist's mission to reveal the devastating, unseen impact of a virus, making its human cost tangible and undeniable for the audience.
Explore Technique
Creative Technique
Expose the Hidden
The campaign featured a photojournalist describing an "invisible" conflict and his responsibility to "show the rest of the world what's happening," directly revealing unseen realities.
Explore Technique
