One of the first jobs we undertook as a group was the “The Truth Is Worth It” campaign that the New York Times carried out in a meeting with The Droga5. The campaign tries to make readers aware of the danger, the courage, and the determination that it takes to be a New York Times journalist and reporter.
This campaign is the latest in the series “The Truth
is Hard” brand campaign series, where the real face of the journalistic profession and the risks it poses are presented. This campaign took a lot of time and financial assistance, offered by “The Times”. This aid was very much and the amount of money raised went to independent reporters.
Τhe New York Times campaign “Truth is worth it” won the Film Grand Prix at the Cannes Film Festival, in collaboration with Doga5. This comes in addition to winning the Film Craft Award. Those wins mark the first time a campaign has won both of those awards. The campaign is a compilation of footage that looks at the real circumstances that New York Time’s journalists perceive, at the time
the “reveal” takes place. They utilize a mixture of typography, footage, and audio, that has been recorded by the reporters themselves.
The material that has been used in the campaign is incredible, as it presents the real through real images, which the public does not have the opportunity to see. The campaign aims to raise awareness of the sensitive issue of immigration and to present one whole truth without making it beautiful or using fake news.
The campaign focuses on refugees arriving in the U.S. from Mexico for a better tomorrow for themselves and their families and the difficulties they face upon their arrival there. The majority of refugees arriving are children sent by their parents to have a better future. They are looking to find work and housing and leave behind the problems of the past and the harsh conditions prevailing in their country. After all, the United States is a place where millions of refugees worldwide have taken refuge in search of a better future. So the main purpose of the investigation is to inform the public about this sensitive issue and to present the truth to them without beautifying it.
Lastly, this campaign wants to get a strong message. As difficult as the refugee route to the United States has been, their new life is just as difficult as many obstacles. This campaign presents the raw truth, without twists and fake news and it is an opportunity for people to see reality and realize how governments act towards these people.
But one question that arises from this investigation is: what is Droga5? Droga5 is one of the most famous agencies in the world, employing over 500 people and has undertaken many well-known campaigns, and has been awarded many times for them. Some of their most famous campaigns are the one in collaboration with the New York Times and the campaign promoting the popular series “Game of Thrones”.
They are one of the most innovative companies in their field, as they think outside the box and are not afraid to take risks and this is shown in both their working environment and the way they operate in it. Besides, the company is constantly evolving and trying to adapt to new working conditions and environments. But the characteristic that differentiates the company and distinguishes it in its field is its creation, which is evident in all their projects.
As for the creative approach, the key ingredient is described by Droga5 as follows: “We solve problems through creativity and collaboration”. Droga5 aims to initiate people through interaction, collaboration, and experience. As a team, we studied some of the ads that Droga5 has created and concluded that three of them can show off the characteristics of the agency. Two of them, “ The 4.01k race for retirement” and the “Bleed for the Throne” ( an American red cross-collaboration with the tv series “Game of Thrones”) aimed to make the crowd come across to some specific results. The scenarios of these two advertisements give in some way an active role to those who are behind the screens. The third campaign is “I am what I make up”. This commercial is about originality and self-comfort and finding out who you are. The difference between these commercials lies in the fact that in the first two commercials the goal is to wake up the sense of collectivity through influence, while in the third commercial empower the sense of uniqueness. Consequently, Droga5 seems to introduce strong messages to the campaigns it undertakes and makes them special. It is not just trying to attract costumers, but to create meaningful and content advertisements.
David Droga is the Founder and Chairman of the Droga5 advertising company said that advertising plays a huge role in people’s lives and therefore the companies must earn the right to have a conversation with people. He also argued that the most important tool in the field of advertising is intelligence, including penetration, education, inspiration, and communication. Also, crucial skills to possess are imagination and also knowing about who are you talking to.
Droga5 has created original and unique campaigns for many well-known customers. They have a rich portfolio with many important collaborations. Every campaign remains etched in people’s memory and they pass an important message. This is what differentiates the company and has created a reputation both in America and in Europe.
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Special Thanks to our professor Betty Tsakarestou who helped us through this amazing journey!
