The Washington Post Debuts Its First-Ever Brand Campaign With Movie-Style Spots
Image via the Washington Post
The Washington Post has been around for more than a century, having been founded in 1877, but just only has it released its first-ever national brand campaign.
Entitled Impact, the campaign is made of a suite of 30-second spots. These showcase the news organization’s impactful history on the world of reporting and delivering content to its readers, “from news that informs policy to stories that move institutions or improve everyday life.”
Media agency Noble People, a creative team from Buddha Jones, and the founder and CEO of GoingConcern, Andrew Essex, worked in collaboration with the news outlet on this project.
The spots have been likened to movie trailers, with their ability to compress intricate stories into a bite-sized reel. First up is one featuring the Afghanistan Papers, which is a series of “deep investigative reporting” that brought the reality of the Afghanistan War to light.
“We wanted to grab people emotionally and create something bold in both style and tone that will become recognizable, and uniquely The Washington Post, throughout the campaign,” explains Kristine Coratti Kelly, Chief Communications Officer.
As part of an effort to achieve this, the opening of these spots all showcase a reframing of the news outlet’s iconic logo in the form of a keyhole. “It’s the perfect metaphor to showcase our evolution as a news organization, our unique heritage, and the kaleidoscopic diversity and impact of our journalism,” Kelly continues.
Image via the Washington Post
The following clips promise to “highlight the breadth of reporting viewers can find on The Washington Post’s various platforms.”
On Thursday, during the game show Jeopardy!, the Post’s first spot on the Afghanistan Papers was introduced across media channels.
[via The Washington Post]
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