It's time to get real: Newsworks

Newsworks is the marketing body of UK newspapers. Concerned with the spread of #fakenews, they asked us to defend the reputation of established publishers.
We decided that attack was the best defence, and compared superficial social media responses with the impact of real news. No emoticon can ever tell a story like a trusted publisher.
The prints were published as double page ads in all major UK news papers, as well as in tube and OOH locations. 
AWARDS - CREATIVE POOL JUDGES AWARD
“Gravity Road offered a timely reminder of the importance to advertisers of placing their brands in an environment that they - and their audiences -  can trust by questioning the validity of online news culture that undermines trust and erodes the power of context”
Creativepool Judges -
For the next campaign stage we created YouTube preroll ads. The videos hint at the creation of social media posts, correcting famously false claims from populist politicians.
On Twitter we showed how a photo or Tweet can be misinterpreted without the right context. Some things are not what people want you to believe.

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