The Financial Times
Create awareness of The FT’s role as a trustworthy and intelligent news source in an increasingly divided world.
We developed a DOOH & online campaign that ran throughout the U.K. and U.S., utilizing The FT's unique rose-color base to drive home the importance of nuanced coverage in world that insists things are black and white. The campaign was designed to conform to the latest headlines and debates in near real time, and 2016 had quite a few - from green tech and AI to the French election and whatever dumb thing Trump did that week. It's done so well The FT decided to extend it through 2017. Campaign manifesto is below.
In an overwhelming world, it’s human nature to simplify.
But simple doesn’t need to be small-minded.
And there’s always more than two sides to every story.
The FT doesn’t overwhelm you, but it also doesn’t coddle you.
It guides you through complex issues, with insights that move beyond the margins to share a more meaningful view.
Impartial without leaving you indecisive.
Analysed so that you can act.
Because a limited truth isn’t truth at all.
The FT doesn’t hold anything back.
Which means you can move forward.
Don’t settle for black and white.