Life Needs Truth
Award: Graphite Pencil
Graphite Pencil / Editing / Entertainment / 2021
Award: Graphite Pencil
Graphite Pencil / Direction / User Generated Content
Award: Graphite Pencil
Graphite Pencil / Art Direction / Film
Award: Graphite Pencil
Graphite Pencil / Film / TV/VOD Commercials Over 120 Seconds
Award: Wood Pencil
Wood Pencil / Direction / Film
Award: Shortlist
Shortlist / Direction / Scripted Entertainment
Award: Shortlist
Shortlist / Sound Design & Use of Music / Audio Composition
“Life Needs Truth” was a campaign that showed that for every part of our chaotic and upended lives, there is a piece of New York Times journalism that helps bring clarity and guidance to it. We wrote a five-verse visual poem, built with words from Times reporting, which captured the current time and the feeling of living in America. The rhythm of the poem came to life without any VO or narration—the campaign reflected the relationship people have with The Times as they read it in their everyday lives.
What did the judges have to say?
"Life Needs Truth was both as freeform and scattered as the year it represented, but underpinned by a clever structure - the order, truth and information that helped us all make sense of the senseless. It played out like a visual poem, the music providing the rhythm and the typography landing with a playful cadence, so the art direction functioned like a piece of music itself. Wonderful, wonderful stuff."
Barbara Humphries, Creative Director, The Monkeys
"Still relevant after three years, a masterpiece."
Giuseppe Mastromatteo, Chief Creative Officer, Ogilvy Italy
Are you credited on this winning entry?
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