Newsworks: Sad

Credits & Description:

Gravity Road, UK has illustrated this 'Time To Get Real' print campaign for Newsworks.
Media: Print
Category: Publications & media
Client: Newsworks
Agency: Gravity Road
Country: United Kingdom
Synopsis:
Newsworks, the marketing body for national newspapers, has released a new ad campaign which juxtaposes stark images of conflict with two-dimensional emojis to highlight the depth of each news story versus the transient nature of social interactions, and the need for trusted news brands to analyse the complexity of the world now more than ever.
The ads use powerful images from news scenes around the world; including a photograph from a rally in Venezuela, an image depicting relatives reuniting across a wired fence, and a woman covering the eyes of a child as a military member is seen in the background, placed side-by-side with two-dimensional emojis.
The marketing body hopes that by drawing stark comparisons between the complexity of a news story and the simplicity of an emoji, it will highlight newsbrands’ role in conveying the depth of news at a time when trusted news is needed more than ever.