The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Music & Sound Craft

Independent Journalism for an Independent Life

Agency Droga5 / New York + Wave Studios / New York + Cut+Run + LFR Productions

Client The New York Times

Category

Sound Design

Annual ID

OS22_MS019B

About the Work

This campaign shifts focus to Times subscribers for the first time, showing that what you read can inspire who you are. Telling the stories of multiple subscribers, this campaign celebrates the point where their curiosity collides with our independent journalism—helping to inspire rich, unique and interesting lives. In film, we paint a picture of each subscriber through New York Times headlines, using journalistic imagery, typographic sound design and shot film to 'fill the screen with life'. Toggling between moving image and static imagery—life and journalism—the stories weave together the subscriber's interests, reading history and personality to illustrate their unique life , and show how their interactions with The Times has helped shape it. The rhythmic prose of the connected headlines is supported by the voices of the subscribers themselves, bringing you closer to their worlds. Every reader's film uses its own distinct music track that helps capture who they are, with found audio punctuating the most impactful words and moments of their stories. The sound effects were thoughtfully designed to be woven into a tapestry of their lives, threading together their voices, sound design, music, and audio bites into a unique soundscape that makes each subscriber's story richer, while adding more context to every headline and showing how their life collides with our independent journalism. Just like life, the films are dense with layers, meaning and idiosyncrasies. The more you watch them, the more you learn about the subscriber experience—leaving you with a better understanding about the breadth of The Times’ journalism, and the independence it helps fuel in its readers.

2022 Awards

Total Points: 9

Credits

Agency

Droga5 / New York

Production Company

LFR Productions

Music / Sound Production Company

Wave Studios / New York

Post Production Company

Cut+Run

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