More of life brought to life

O The New York Times apresenta nova campanha de marca, criada pela Droga5 de Nova York, que lança a assinatura "More of life brought to life", em substituição a "Independent journalism for an independent life”, do ano passado.

O novo esforço é mais focado em apresentar a proposta de valor de uma assinatura completa do NYT. Esse valor, defendem as peças, está em obter uma compreensão mais completa do mundo em toda a sua complexidade, por meio de uma vasta gama de conteúdos, em diversos formatos e plataformas.

Em um comercial de 60" (assista abaixo), uma história sobre tênis no Times envia o leitor a tópicos interconectados - de esportes a ciência, notícias a culinária, podcasts, The New York Times Magazine - antes de voltar aos tênis.

O filme termina com gráficos na tela dos vários produtos de assinatura do Times - Notícias, Jogos, Culinária, Wirecutter, The Athletic - que estão disponíveis separadamente ou podem ser agrupados em uma assinatura de "acesso total".

Uma segunda peça (veja abaixo), começa e termina com o tema “Gravidade”. Um terceiro filme, sobre "tempo", também fará parte da comunicação.

Ficha Técnica:

Agency: Droga5 N.Y.
Chief Creative Officer: Scott Bell
Executive Creative Director: Laurie Howell
Executive Creative Director: Toby Treyer
Senior Copywriter: Sara Muchnick
Senior Art Director: Ben Muckensturm
Copywriter: Aaron Araya
Art Director: Ross Weaver
Copywriter: Ian Hart
Art Director: Charlotte Simons
Senior Designer: Melanie Reichert
Co-Head of Production: Ruben Mercadal
Senior Producer, Film: Kyla Bridge
Senior Producer, Film: Patrick Wood
Associate Producer, Film: Harit Muttreja Muttreja

Head of Business Affairs: Dan Simonetti
Senior Business Affairs Manager: Ann Marie Turbitt
Senior Traffic Manager: Mary Thornton

Senior Music Supervisor: Mike Ladman
Junior Music Supervisor: Mara Techam

Executive Group Account Director: Lea Mastroberti
Account Director: Colby Burlingame
Account Manager: Collin Wolf

Chief Strategy Officer: Harry Román-Torres
Chief Strategy Officer: Colleen Leddy
Group Strategy Director: Keir Moreano
Strategy Director: Claudia Vitarelli
Head of Media Strategy: Ben Nilsen
Group Communications Strategy Director: Justin Schneider
Communications Strategist: Moi Lee
Data Strategy Director: Ty Matsunaga

Group Project Manager: Karen Tshimanga
Project Manager: Skye Harper

Production Company: Bonaparte
Co-Production: ProdCo
Director: Mackenzie Sheppard
Managing Partner: Nico Kries
Managing Partner: Philip Töpfer
Senior Producer: Jana Reinermann
Director's Rep: Michael Gugger
Creative Assistant to Director: Rico Noël
Production Coordinator: Aratrika Das
Motion Design Coordinator & Post Production Tech: Alex Vozar
2nd Unit Assistant and Post Production Tech: roy Levin
Production Assistant: Johanna Katz
Production Assistant: Julian Mathieu
Visual Research: Jess Lipington;
Visual Research: Marisa Nuxoll
Data Organization: Cora Ge
Data Organization: Vivienne Makumbirofa
Data Organization: Sarah Masete
Data Organization: Julia Tham
Assistant to Production Dept: Zoë Heimann
Assistant to Production Dept: Tina Paffen
Office Management: Marco Piana
Office Management: Johann Oeding
Office Management: Lola Chalmers

Senior Editor: David Gesslbauer
Senior Editor: András Guti
Senior Editor: Shane Lester
Senior Editor: Søren Schneider
Offline Editor and Camera Operator: Maximilian Elske
Motion Designer / 3D Artist: Lukas Hertlein
Motion Designer / 3D Artist: EVEROE
Motion Designer / 3D Artist: Sarah Masete
Bonaparte Sound Dept: Alexander Wolf David
Bonaparte Sound Dept: Denis Elmaci

Post Production, VFX: The Mill N.Y.
Executive Producer: Chris Connolly
Producer: Kyla Graham
Art Director: Laura Nash
Designer: Chris Rodriguez
Designer: Evan Bech
2D Lead: Anton Anderson
2D Lead: Yoon Bae
Compositor: Luke Bedillion
Edit Assist: Joseph Zappulla

Sound Design & Mix: Wave Studios N.Y.
Executive Producer: Vicky Ferraro
Producer: Eleni Giannopolous
Sound Engineer: Aaron Reynolds&nbsp
Music Company: KO Music
Music Composer: Philip Kay
Music Producer: Andy Oskwarek
Track Name: "The Rabbit Hole"