New York Times campaign wins Grand Prix for Film
The winner of the Cannes Lions Film Grand Prix for 2019 has already picked up top honours this week in the Film Craft category. Entered by Final Cut and Droga5, the multimedia campaign ‘The Truth Is Worth It’ on behalf of The New York Times, celebrates the courage, rigour, perseverance, resolve and fearlessness that goes into producing great journalism. The superbly-executed entry was a labour-intensive exercise that saw Droga5 review scores of recent New York Times articles to find those that best encapsulated the paper’s journalism. The research was then followed up by interviews with the reporters involved, to understand how the stories developed and to establish timelines. All of this content was then converted into a winning campaign that featured imagery from the US/Mexico border, the Middle East and Myanmar. The campaign’s success comes a few days after US President Donald Trump accused the paper of “virtual treason” over its report on Russian cyber warfare.
It also comes in a week when several jury presidents heralded the importance of the print media in combatting fake news and standing up to corruption. A statement from Droga5 said: “In a time when the truth is being twisted, bent and sometimes forgotten, we’re showing how the NYT brings the truth to readers.” The New York Times also picked up a clutch of Gold Lions in the Film category. There were also Golds for Apple, P&G, Essity, Nike, Burger King, March For Our Lives and John Lewis. The latter, along with agency adam&eveDDB, won Gold for ‘The Boy And The Piano’, continuing a long run of success for the UK retailer’s Christmas campaigns.