“This campaign is a natural extension of the work we’ve done previously,” said Amy Weisenbach, NYT senior vice president and chief marketing officer. “We strive to illustrate why readers should care about quality journalism and convince them to subscribe.”

Howell adds, “The goal of all of our brand marketing is the same: to increase the number of readers who think The journalism of The Times is worth paying for. [Here] we’ve found a unique way to show the independence and curiosity of our community, and how those values ​​are reflected in what they read.”

The push comes as the NYT enjoys a surge in subscriptions, propelled in large part by its recent acquisition of sports news website The Athletic. After surpassing 10 million subscriptions, approximately 90% of which come from digital products, the company is committed to reaching 15 million over the next five years. (The Times also bought popular word game Wordle a few weeks ago, expanding its presence in the online entertainment sphere.)

CREDITS

Client: The New York Times

Agency: Droga5 NY
Co-Chief Creative Officer: Tim Gordon
Executive Creative Director: Laurie Howell
Executive Creative Director: Toby Treyer-Evans
Main writer: Nico Baumann
Main artistic director: Inna Kofman
Editor: Sara Muchnick
Artistic Director: Jessica Pester
Creator: Lee Pozin
Senior Designer: Rachel Hess
Co-responsible for film and content: Ruben Mercadal
Senior Producer, Film: Samar Zaman
Associate Producer, Film: Matthew Mintz
Associate Producer, Film: Hugh Copeland
Senior Director of Commercial Affairs: Ann Marie Turbitt
Senior Traffic Manager: Mary Thornton
Talent Manager: May Chee
Principal Music Supervisor: Mike Ladman
Music Supervisor: Brad Nayman
Music Supervisor: Brandy Ricker
Senior Producer, Interactive: Dakota Brockman
Director, artistic production: Cliff Lewis
Senior Producer, Art: Daniel Jackson
Executive Producer, Printing: Alyssa Dolman
Director of Brand Strategy: Harry Román-Torres
Group Strategy Director: Thomas Haslow
Chief Strategy Officer: Carmen Von Patterson
Group Communication Strategy Director: Justin Schneider
Communications Strategist: Mads Murphy
Group Account Manager: Lea Mastroberti
Group Account Manager: Alex Woods
Account Supervisor: Amanda Lederman
Account Manager: Anoria Safadi
Project Manager: Amanda Cohen

Client: New York Times
President and CEO: Meredith Kopit Levien: Director of Marketing and Communications: David Rubin
SVP, Marketing Manager: Amy Weisenbach
Vice President, Creation, Marketing: Laura Forde
Executive Director, Brand Marketing: Chanelle Kalfas
Director, Brand Marketing: Peter Lauer
Managing Director, Audience Insights Marketing: Brenna King Schleifer
Director, Marketing and Media Strategy: Jessica Worthington
Brand Strategy Consultant: Iain Newton
Head of Photography and Art Buying, Marketing: Brenda Hutchings
Director, Project Management: Blair Ecton: Project Manager, Brand Marketing: Janelle Whitehurst
Editorial Director, Brand Marketing: Taylor Gandossy
Associate Creative Director, Marketing: Jordan Jacobson
Senior Brand Editor, Marketing: George Chapman Jr.
Designer, Marketing: Jessica Huang
Senior Manager, Photo and Art Buying: Miriam Hsia
Manager, Photo and Art Buying: Karen Sutorius
Associate Photo Editor, Marketing: Aaron Tejada
Senior Manager, Social Video, Marketing: Tessa Modi
Associate Motion Designer, Marketing: Tandis Shoushtary
Senior Director of Audio and Marketing: Matt Lewkowicz
Audio Producer, Marketing: Sam Posner

Directors: Laurie Howell, Toby Treyer-Evans

Production company: LFR Productions
Director of photography, filmmaker: Scott Perry
Director of photography: Anthony Carella
Executive producer: Luigi Rossi
Supervising Producer: Francesco Rizzo
Executive Producer: Sean Gordon Loebl

Editorial: Beautiful, Cut + Run
Editor: Beau Dickson
Publisher: Jen Dean
Assistant editor: Evan Bahnsen
Associate Editor: Chrissy Doughty
Main producer: Diana Méndez
Production Manager: Marcia Wigley
Executive Producer: Ellese Shell
Managing Partner: Lauren Hertzberg

Post-production: the mill
Executive Producer: Matthew Engel
Associate producer: Claire Stiefel
Colour: Oisin O’Driscoll
Lead: Anton Anderson
Creator: Laura Nash
Creator: Yimeng Sun

Sound: Design: Wave Studios
Sound designer and mixer: Aaron Reynolds
Executive Producer: Vicky Ferraro
Producer: Eleni Giannopoulos

Music
Jordan — Spindrift from the album “All This I Do For Glory”: Colin Stetson
Lianna — Electronic fiction: APM Music
Vera – Forever Friends: Audio Network Music
Becky—Portofino 4: Raymond Scott
Yassmin — little elf

Photography
Photographer Yana Yatsuk
Lost Artists Co Studios Production
Bryan McNultyProducer