senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
Creative in association withGear Seven
Group745

Financial Times Traces Reader’s Confidence Back to Trusted Journalism

09/09/2024
Creative Marketing Agency
London, UK
815
Share
Orange Panther Collective campaign showcases the ultimate benefit of unbiased and critical journalism

The Financial Times has launched a bold, new, multi-media campaign promoting the ultimate benefit of its unbiased and critical journalism. The campaign launches today in the US – a timely message in the build-up to the presidential election – and the UK and Germany.

Created and produced by independent creative advertising agency Orange Panther Collective (OPC), the campaign is centred around the notion that trusted journalism can help shape people’s opinions and give readers the confidence to act on those opinions. 

Across TV, digital video, Spotify, large and small format OOH, press and social, the series of ads depict readers in a range of scenarios including at the voting booth, in business meetings and in social arenas. They illustrate the critical moments when readers act with clarity and decisiveness – their conviction overcoming the jeopardy of the situation. In each scene, the origin of that conviction is credited with the simple tag ‘Source: FT’.

To help inform the campaign, OPC brought in specialist partner X Marks The Spot Research to conduct a global study on consumer reading habits. Regarding the findings, Nigel Roberts from OPC commented, “In a world of divided political landscapes people feel that they can no longer rely on previously trusted news sources to report without bias. Intelligent people and independent thinkers have become increasingly concerned about the perceived crisis of agendas in journalism so they are actively on the lookout for dependable, rigorous and critical news sources. Those who already read the FT know that it tackles every topic with a critical mindset, taking nothing at face value in its pursuit of relentless reporting and thorough analysis.’

The TVC was directed by Yassa Khan at Camp Productions. All other assets were created and produced in-house by OPC.

Graham MacFadyen, consumer marketing director at the FT said, “The campaign is a durable expression of what our research tells us makes the FT different from other news media - it gives you the confidence to form your own robust opinions and make important decisions”

Brand
Agency / Creative
Media
Production
Post Production / VFX
Editorial
Music / Sound
SIGN UP FOR OUR NEWSLETTER
More News from Orange Panther Collective
144
0
The Work That Made Me
The Work That Made Me: Simon Hewitt
26/02/2024
326
0
ALL THEIR NEWS
Work from Orange Panther Collective
Source: FT Digital
Financial Times
09/09/2024
14
0
Source: FT
Financial Times
09/09/2024
21
0
Our Round
Gipsy Hill Brewery
16/01/2024
24
0
ALL THEIR WORK
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0