The New York Times has launched a new brand campaign that takes the ‘six degrees of separation’ concept – the theory that everyone on earth is only several connections away from anyone else – and applies it to journalistic storytelling.
Led by Droga5 NY, the campaign, called More of Life Brought to Life, is told through three key films directed by Mackenzie Sheppard. The title of each film – Sneakers, Gravity, and Time – is used as a starting point for an unexpected learning journey, the message being: chip beneath the surface and there’s no end to where a reader’s curiosity can take them.
Agency: Droga5 NY
CCO: Scott Bell
ECDs: Laurie Howell, Toby Treyer-Evans
Creatives: Sara Buchnick, Ben Muckensturm, Aaron Araya, Ross Weaver, Ian Hart, Charlotte Simons, Melanie Reichert
Production Company: Bonaparte
Director: Mackenzie Sheppard
Post, VFX: The Mill NY