Tomorrow's Leaders
Client
The Times x D&AD New Bloods 2019
Topic
News
Category
Concept Campaign
The Problem:
People are depending on questionable "news" sources and social media, over print media.​
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The Insight:
Paying to be well-informed is an investment in a future you.
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The Solution:
An emotion-driven video campaign that consciously links The Times with wisdom and success.
"Tomorrow's Leaders" challenges viewers to question what they see for themselves in the future whilst positioning readers of The Times & The Sunday Times as dependable and knowledgeable members of society. This is in stark contrast to the perception of the flaky and questionably-informed social media reader.
In rolling out video on social media like this, the content would reach the target audience of 35+ and also lay the groundwork for tapping into a younger audience of prospective readers.
