Alumni win two Cannes Grand Prix for New York Times campaign
The New York Times’ “The Truth Is Worth It” campaign from alums Tim Gordon (CW, 2008), Executive Creative Director, Nick Maschmeyer (ST, 2012), Strategy Director, and Chase Kimball (CW, 2012), Copywriter, and their team at Droga5 New York nabbed the Film Grand Prix on the final night of the Cannes Lions, adding to the other top honor it earned in Film Craft earlier this week. This marks the first time a single campaign has won in both those categories in the history of the festival.
The campaign features multiple spots that seem to trace New York Times’ journalists’ stories as they are being written, using a combination of typography, footage and audio recorded by the reporters themselves. Each spot culminates with an actual headline that appeared in the paper.
“To be the best, you really have to have a brilliant idea, but it also has to combine with a brilliant execution,” said Goodby, Silverstein & Partners Chief Creative Officer Margaret Johnson, who served as jury president. The New York Times’ campaign “was the best example of idea and execution coming together,” she said. It demonstrated “credibility, authenticity and intensity.”
One standout element was the typography. “It’s very simple but extremely powerful,” she said. “It dances with the music. It’s kind of like a character and plays an active role in the storytelling.”