The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Sound Design
Annual ID
OS22_MS020B
About the Work
“The Truth Takes a Journalist” is a campaign that tells the story of a small, two-letter word–by–seen on every piece of journalism published in The New York Times.
The work captures lives hidden beneath their bylines, and the word by is always framed next to a different person and journalistic voice. As the word changes typographically, we’re thrown into a new world, creating a compositional narrative that keeps viewers’ eyes fixed on the word and the space beside it.
The scenes weave together into a winding emotional journey, showing the complex, turbulent and rewarding relationship journalists have with their journalism, coming together to represent the 1,700 contributors who live to bring us the truth every day.
The campaign launched at a time when readers were looking to connect to The New York Times in a deeper way, outside the daily news cycles that helped us navigate a pandemic and election year.
The film brings readers closer to journalists, helping readers understand them as human beings and showing how their humanity gives journalism the depth, richness and color that makes it unequivocally The New York Times.
The campaign included a suite of assets targeting younger, curious readers that ran across TV, OLV/OTT, social, digital and OOH.
2022 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Droga5 / New York
Production Company
Somesuch
Music / Sound Production Company
Wave Studios / New York
Walker
Post Production Company
Method Studios
Art Director
Harry Bugden
Copywriter
Diana Perez
Chief Creative Officer
Tim Gordon
Designer
Rachel Hess
Director
Camille Summers-Valli
Editor
Dan Sherwen
Executive Creative Director
Laurie Howell
Toby Treyer-Evans
Executive Producer
Vicky Ferraro
Producer
Eleni Giannopoulos
Colorist
Sofie Friis-Borup
Senior Producer
Samar Zaman
Associate Director, Film
Ruben Mercadel
Associate Producer, Film
Connor Hagan
Color
Company 3
Creative Director/VFX Supervisor
Warren Paleos
Editorial
Final Cut
Music Distribution
Walker
Sound Designer/Mixer
Aaron Reynolds
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