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Creative

Juan Cabral Helms WSJ Campaign to Help You Read Yourself Better

The campaign aims to cut through the memes, hashtags and algorithms of the modern media landscape

Juan Cabral Helms WSJ Campaign to Help You Read Yourself Better

"Read Yourself Better", a major new brand campaign from the WSJ and creative agency The&Partnership, has launched with a 90 second campaign video and OOH.

Kicking off with a national TV spot from acclaimed director Juan Cabral (known for directing the UK’s favourite ad of all time, the Cadbury Gorilla), the campaign challenges readers to go beyond the easy answers and echo-chamber certitude of our overloaded media culture.  The animating ethos is one of self-determination – only by reading past the memes, hashtags and algorithmically-selected news stories that populate our media feeds can we make better decisions, informed by facts and not passions. The message is that the WSJ is for those that want to think and do for themselves.

You can view the first campaign video below:

In addition to TV and online video, the campaign encompasses a full range of digital and offline elements including OOH , social, print and display. You can check out a gallery of images from the OOH images below. 

Director Juan Cabral said, “client and agency were on the same page from day one and we all shared a collective vision of how to make this a true statement piece. Outside of the sheer fun of blowing up muffins, building troll armies and bringing rainbow puke to life, I think we're able hit at a deeper truth – not just about why we can’t tear ourselves away from our phones but also where we get our information from every day. The music track we selected is from a 1970s album called Plantasia, which was made with the intention of helping plants grow. I feel it represents an elegant parallel with the theme of the piece, which is about the Journal as a vehicle for readers’ growth.”

Justin Ruben, ECD at The&Partnership said, “The idea behind “Read yourself better” is to highlight how hard it is for consumers to navigate our overloaded media landscape and to figure out who to trust and what’s worth reading. The WSJ is a solution to this with its quality journalism based on facts. Creatively we wanted to bring the online and offline world to life in a new and unexpected way and create a visual world that also broke through the clutter.”

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CREDITS
CLIENT

Client: The Wall Street Journal

Clients: Suzi Watford, Chief Marketing & Membership Officer

Clients: Paul Plumeri, VP of Global Marketing WSJ

CREATIVE AGENCY

Creative Agency: The&Partnership New York

Executive Creative Director: Justin Ruben

Art Director: David Tomkins

Copywriter: Simon Philion

Designer: Veronica Jeronimo

Head of Integrated Production: Kevin Wilson

Producer: Niki Polyocan

President: Agnes Fischer

Chief Strategy Officer: Colm Murphy

Business Director: Ryan Colet

Account Supervisor: Matthew Connelly

PRODUCTION COMPANY

Production Company: MJZ

Presidet/Executive Producer: David Zander

Director: Juan Cabral

Executive Producer: Emma Wilcockson

DOP: Roman Vasyanov

Service Production Company: Labhouse

Managing Director: Flora Fernandez Marengo

Producer: Natalia Mussolana

Production Manager: Patricia Rzeznik

1st AD: Esteban Gomez

Art Director: Micala Saeigh/ Maria Battaglia

Stylist: Florencia Tellado

EDITING

Editorial: Rock Paper Scissors

Managing Director: Eve Kornblum

Editor: Mikkel EG Nielsen

Assistant Editor: Alex Liu

POST PRODUCTION

VFX: Framestore

Executive Creative Director: Murray Butler

Creative Director: Jordi Bares Dominguez

Director of Production: Sarah Hiddlestone

Senior Producer: Sue McNamara

MUSIC & SOUND

Sound: Wave Studios NY

Sound Design: Chris Afzal and Aaron Reynolds

Mix: Chris Afzal and Aaron Reynolds

Executive Producer: Vicky Ferraro

Associate Producer: Eleni Giannopoulos

Voiceover: Boyd Holbrook

Music: Mort Garson - ‘Plantasia’

Category: Media and Entertainment , Newspapers