The Wall Street Journal (WSJ) has launched its first major brand campaign since 2017. It’s not about the paper’s quest for the truth. Not about its quality journalists. Nor about the depth of its stories. The campaign by The&Partnership focusses on its audience’s benefit. Read yourself better, the campaign says, because nobody did anything big by reading small.
The campaign is led by a 90-second TVC supported by OOH, online video, social media, print and display advertising. The WSJ’s paywall will be lifted to encourage trialling or returning readers. All readers can view an unlimited number of articles on the site for three days, November 9-11. In a few weeks, WSJ will install a pop-up vending machine in New York that will allow passers-by to upgrade old magazines and newspapers for the latest copy of the WSJ.
The campaign’s positioning – asking people to challenge themselves – is similar to that of its predecessor, Read Ambitiously. That campaign targeted women, encouraging them to step up, with its tagline, Good things come to those who don’t wait. The executions, though, could not be more different.
The new TVC was directed by Juan Cabral (who directed the famous Cadbury Gorilla spot). It will run in 30- and 90-second versions, on local and cable networks in the US, including NBC and CNN, as well as across social and digital platforms.
The OOH posters feature lines such as Read yourself past the hashtags, Read yourself to your own opinion, and Read yourself out of your comfort zone. They will appear in L.A., Denver, Philadelphia and New York. New York will also have two murals related to the campaign film. A print ad will appear in Fortune magazine.
Justin Ruben, executive creative director for The&Partnership in New York, stated, “The idea behind Read yourself better is to highlight how hard it is for consumers to navigate our overloaded media landscape and to figure out who to trust and what’s worth reading.
“The WSJ is a solution to this with its quality journalism based on facts. Creatively, we wanted to bring the online and offline world to life in a new and unexpected way and create a visual world that also broke through the clutter.”
Creative Agency: The&Partnership New York
Executive Creative Director: Justin Ruben
Art Director: David Tomkins
Copywriter: Simon Philion
Designer: Veronica Jeronimo
Head of Integrated Production: Kevin Wilson
Producer: Niki Polyocan
President: Agnes Fischer
Chief Strategy Officer: Colm Murphy
Business Director: Ryan Colet
Account Supervisor: Matthew Connelly
Production Company: MJZ
Director: Juan Cabral
Executive Producer: Emma Wilcockson
DOP: Roman Vasyanov
Production Partner: Labhouse
Managing Director: Flora Fernandez Marengo
Producer: Natalia Mussolana
Production Manager: Patricia Rzeznik
1st AD: Esteban Gomez
Art Director: Micala Saeigh
Art Director: Maria Battaglia
Stylist: Florencia Tellado
Client: The Wall Street Journal
Chief Marketing & Membership Officer: Suzi Karl Wells
GM, WSJ Membership, Clients: Karl Wells
VP of Global Marketing WSJ: Paul Plumeri