The New York Times’ campaign isn’t about its journalists. It’s about something more important to its audience – you. The brand marketing platform, It’s Your World to Understand, by New York creative agency, Isle of Any, highlights how Times journalism and products empower people to understand the world better and engage with what matters most to them.
The campaign was built on insights gleaned from those very readers, The Times Curious audience.
The campaign film, directed by MJZ’s Camille Summers-Valli, opens with words of inspiration, “This is your minute. It’s your minute, in this life, on this day,” before it takes them on a heady trip through the Times’ content, showing how people interact with the platform as they read, listen, play, share, cook with The Times. Throught the film, a narrator encourages people to growth and nourish, “It’s your place. It’s your country to love, to rise, to dream, to change. It’s your world as much as anyone’s. It’s your world to understand.”
A campaign landing page features varying aspects of NYT engagement, from morning news, health and wellness, the best songs of the year, your next lunch recipe, travel and more. Behind the campaign is The Times’ aim to mean more to more people, and it demonstrates how journalism can spark an active understanding of the world. From conversations with readers, it became clear that people want to invest their time and energy more meaningfully by engaging with what matters most to them.
“We are incredibly excited to bring this new campaign to life, and expand what The Times means to even more people,” said Amy Weisenbach, chief marketing officer, The New York Times Company, in the campaign blog. “We centred this campaign on The Times’s essential value to its readers and how our full portfolio can help connect them to the world. Across key moments in 2025, our marketing strategy will continue to amplify how The Times’s independent journalism and leading lifestyle products help people everywhere better understand and engage with the world.”
It’s Your World to Understand will run across streaming, online video, social, digital and audio advertising placements from the end of August through October.
Credits:
Client: The New York Times
Creative Agency: Isle Of Any
Chief Creative Officers: Laurie Howell & Toby Treyer-Evans
Creative Director: Ben Brown
Designer: Mel Reichert
Producers: Topher Cochrane & Olivia Baker
Managing Director: Elspeth Ross
Production Company: North Of Now
Production Company: MJZ
Director: Camille Summers-Valli
Executive Producers: David Zander & Eriks Krumins
Producer: Matisse Gaillard
Director of Photography: Alexis Zabe
Post Production & VFX: Transformer
Grade: Ethos Studio
Colourist: Kaitlyn Battistelli
Colour Executive Producer: Nat Tereshchenko
Editing: Cartel
Editor: Dan Sherwen
Edit Assistants: Alex Segal & Greg Jennings
Producer: Savannah Cannistrano
Sound: Wave Studios NY
Sound Engineer: Aaron Reynolds
Executive Producer: Vicky Ferraro
Music: Warp Records
Artist: Darkstar
