CUT THROUGH THE NOISE
Challenge
Give The Times a role beyond breaking news.
News had become constant. Updates, alerts and opinions, with little time to work out what actually mattered.
The challenge was to unite The Times and The Sunday Times around a different kind of journalism. With just three website updates a day the focus was depth over speed, allowing for quality editorial analysis to keep readers well informed.
Solution
Cut through the noise to the heart of the story.
The film used major news moments to isolate one unexpected sound from each scene. Stripping away the usual clamour, and a hidden detail comes through.
Archive footage was combined with newly shot scenarios, using sound and editing to mirror what The Times and The Sunday Times do best: filter out the fluff and get to the heart of the story.
Results
Work that cut through in a declining newspaper market.
The campaign helped The Times and The Sunday Times buck the trend across news publications. Yearly circulation rose by 43,000, an 11% boost, during the campaign period.
The campaign earned a D&AD Wood Pencil for Sound Design in Film Advertising too.
“We haven’t changed the paper, we haven’t become cheaper, we changed our creative and the way that we talk to our audience”
Catherine Newman, News UK
Awards
D&AD
WOOD PENCIL: Craft – Sound Design for Film Advertising
Credits
Agency
Pulse Creative
ECD
Robin Garton
Creatives
Andy Peel
Dan Watts
Greg Milbourne
Production Company
Rattling Stick
Production Company
Ivan Bird
© 2009–26 Andy Peel