The New York Times spotlights journalists behind the byline

The campaign, created by Droga5, celebrates the backbone of the publication.

When people read stories in The New York Times, they might know the journalist’s name, but not the story behind the article.

In "The Truth Takes a Journalist," readers can take a peek inside the human beings behind the byline. The spot uses archival footage shot by Times journalists on their phones as they document stories around the world. 

The first-person accounts range from hopeful and rewarding to vulnerable and complicated as the journalists share their experiences. The campaign will run across TV, streaming, audio, digital billboards and TikTok, a first for the brand.

Credits

Agency
Co-Chief Creative Officer
Executive Creative Director
Co-Chief Creative Officer
Executive Creative Director
Executive Creative Director
Senior Copywriter
Senior Art Director
Designer
Production Company

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