Long live Journalism
Ideas and Art Direction for Campaign concept
We were tasked with creating a bold platform that will help challenge current perceptions of The Washington Post. Tackling the biggest pain points that have lead to a decline in subscriptions. This campaign served as a rally cry to preserve quality journalism in the age of social media.
Insight: The world is constantly changing but the human need to tell stories and share information will never stop.
Idea: We believe in journalism’s value in a post-paper age, we are dedicated to the future of news, whatever form that may take. News is dying, journalism lives on.
Activations
Social Media Black Out
For 24 hours, The Washington Post goes completely dark, fully black printed newspaper, a blacked-out website, blacked-out social media, and cryptic OOH ads displaying only the logo and three words: News Is Dead.
The absence fuels confusion, conversation, and organic engagement as people question what this means.
Obituary for the News
We announce our stunt in papers and magazines, posting the “Obituary” for news as we know it.
Funeral for the News
In a public stunt we lay to rest the news as it was, a symbolic ceremony where we invite prominent journalists from across the media spectrum, celebrities, and political personalities to bury news as we know it. We will physically bury a time capsule symbolizing 140 years of the Washington Post. This event will be lives streamed through Twitch and TikTok.
Shredding paper OOH
This is a new era for journalism: less paper, more information. So we’re creating interactive OOH experiences where people can shred their physical papers and unlock a 3-month free subscriptions.