Nearly advertising campaign for a news publication wants to impress with the idea that its news is backed by integrity, truth and full investigation. That its journalists are relentless investigators. Nearly advertising campaign for a news publication tell you this is so.

Uncommon Creative Studio US’ campaign for The Washington Post shows you this is so.

The platform and launch campaign, Relentless, turned one edition of The Washington Post into a single story, showing every step that created publication’s investigation into the misuse of Flock surveillance cameras. The Flock investigation is featured on the on its front page, and every subsequent page shows the actual evidence that inspired it and the process that built the story – every raw interview, leaked document, piece of reporting…

The paper has been distributed to all subscribers and delivered to some of the most important organisations in the world, including the White House.

There is also a 60-second hero film that details the journalist’s Flock investigation, supported by organic social carousels and cutdowns, a full takeover of washingtonpost.com, and physical PR kits delivered to select policy makers, media leaders and influencers.

Uncommon also created an ‘indestructible’ press pass for The Washington Post journalists, turning an everyday credential into a physical symbol of the relentless reporting behind every story. Later this year, a press-pass-inspired award will be presented internally in connection with The Post’s Ben Bradlee Awards as a 150 anniversary special, “to honour the relentless and courageous pursuit of truth by an individual or team of Washington Post journalists”.

Lastly,  The Washington Post is launching its inaugural Impact Report, a collection of journalism through the first half of 2026 that has led to distinct results in service to its readers and the public at large.