ADC Awards

ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.

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2019 ADC Awards - Advertising

The Truth Is Worth It

Agency Droga5 / New York + Furlined / Los Angeles

Client The New York Times
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Annual ID

ADC_ADV19041G

About the Work

Global campaign, “The Truth Is Worth It,” directed by Oscar-winning duo, Martin + Lindsay focuses on the importance of thorough and investigative reporting. The stories were told with a combination of pre-existing elements, source material provided by New York Times reporters, stock footage and footage shot by the directors to fill in the story gaps where needed and match the tone of the archival footage. The directors oversight included collaboration on every aspect of the films; the scripts, copy, graphics, visuals, voice recordings, sound design and edit. The film uses a single, creative-writing approach: a connected thread of animated words that appear on-screen as though a continuous writing and rewriting of headlines. It puts viewers in the journalists shoes, mimicking their psyche, intentions and actions. The campaign makes a statement about the power of journalism today, with stories that have the potential to shift perceptions and culture.