The New York Times Campaign Opens the Door to a Bigger World

The New York Times launches its latest campaign from Droga5 and BONAPARTE.

At the core of The New York Times’s newest brand marketing campaign is the idea that understanding can make your world a bigger place, and that Times journalism helps to foster that sense of understanding by bringing to life the topics, subjects, and passions our readers care about most - and uncovering others they didn’t know to look for. 

The campaign features three spots, 'Sneakers,' 'Gravity' and 'Time,' and each takes the audience through a journey of seemingly ordinary topics, revealing their connection to other, sometimes surprising, subjects impacting our readers’ lives today. In this brand campaign, Droga5 show how a single starting point in The Times’s journalism - such as sneakers - can serve as a catalyst of discovery that helps readers draw relevant and exciting connections to expand their understanding of the world. In each journey, we showcase the expansive ecosystem of The New York Times, mirroring the personal experience and sense of discovery its readers can have with The Times’s journalism and products. 

In each spot, a continuous thread of type leads us on a playful, connected exploration of understanding through everything The New York Times has to offer - from breaking news to Wordle, business, Cooking, politics, The Athletic, Style and culture, shopping, and more. The campaign aims to celebrate how the diversity of The New York Times’s journalism and the experiences you can have within it, can come to life through a single, unexpected starting point.