The New York Times

Droga5 *Lead Agency

David Droga, Creative Chairman
Tim Gordon, Executive Creative Director
Laurie Howell, Group Creative Director
Toby Treyer-Evans, Group Creative Director
Ben Brown, Junior Copywriter
Jackie Moran, Junior Art Director
Ruben Mercadal, Associate Director of Film Production
Jonny Bauer, Global Chief Strategy Officer
Nick Maschmeyer, Strategy Director
Samantha Deevy, Group Communications Strategy Director

Hearts & Science

With journalism under threat, both politically and economically, The New York Times needed to demonstrate why its journalism is essential and deserves support. We uncovered a latent truth: when readers who expect news to be free understand what it takes for us to pursue the truth, they understand why it’s worth paying for. The resulting campaign captivated audiences through storytelling, shifted perception of the value of journalism, and inspired action by adding new subscribers, ensuring that The Times can pursue its vital mission as a healthy 21st century business.