Modern distractions like, Tik Tok, Instagram, facebook, emojis, clickbait, algorithms, celebrity scandals and fake news are keeping us from what's important. The way through the noise has always been facts, unbiased by opinion.
Film: :90 / :60's / :30's / :15's / :6's
With the help of incredible director Juan Cabral, we blew up these online distractions. Footage of exploding emoji eggplants and memes turned out to be perfect for a 90 second spot, 60 second TV, 30 second TV, and 15 second / 6 second preroll.
If you were being distracted online we were there to drive you back to the Wall Street Journal.
We backed up the call to action by making the Wall Street Journal free on launch day. This dropping the digital paywall at www.wsj.com, and placing exchange boxes in major cities. Here, people could exchange their distracting media for something better.
We challenged the world to 'Read Yourself Better', then made it easier for them to do so.
Later in the campaign we worked with incredible artsit, Dave Arcade, to create street level murals.
Read yourself better was Adweek's campaign of the week. It was recognised by D&AD, The Clios and Shots.
Better than that, website traffic to wsj.com went way up. Subscriptions to the Wall Street Journal beat campaign records.
Agency, The&Partnership allowed myself and Co-Creative Director, Simon Phillion, to work closely with The Wall Street Journal marketing team. This relationship ensured this idea could have the biggest impact on the business.
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