CUT THROUGH THE NOISE
Challenge
Make quality journalism heard above the rolling-news racket.
In less than a generation, news had become constant. Updates, alerts, opinions and increasingly little time to work out what actually mattered.
The client’s challenge was to bring The Times and The Sunday Times together for their first joint brand campaign, showing overwhelmed news readers the value of journalism with greater focus, depth and authority. Not just informed, well informed.
Solution
Remove the noise. Reveal the story.
The film used major news moments to isolate one unexpected sound from each scene. Strip 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 – The&Partnership
ECD
Robin Garton
Creatives
Andy Peel
Dan Watts
Greg Milbourne
Production Company
Rattling Stick
Director
Ivan Bird
© 2009–26 Andy Peel