Art In the New York Times universe everything is connected

In the New York Times universe everything is connected

Giulia Tofi

The first time I heard about Droga5, the creative agency founded by David Droga, I was at university and we were talking about commercials that made history. The campaign is “Decode Jay-Z with Bing“, created for the release of the autobiography of one of the world’s most famous rappers and producers. For the occasion, the pages of the book are positioned in different places in the States and the choice of location was inspired by the story told in each of them. For those who want to know more, you can find it here.

Twelve years have now passed since that campaign and, in the meantime, Droga5 has continued to sign some of the best known and most awarded campaigns ever. 

The latest was released on 24 April and was created for a long-standing client, the New York Times. The campaign, entitled “More of Life Brought to Life“, guides readers through a revealing journey that makes it clear that the New York newspaper is the essential subscription for anyone seeking to understand and interact with the world. 

How are sneakers, climate change, artificial intelligence, the chocolate cake recipe, the workplace, crop tops, human evolution and chewing gum connected? Everything is connected. This is the idea behind the campaign that highlights how different topics can trigger new discoveries and lead us to a greater understanding of the reality around us.

In “Sneakers” and “Gravity”, two of the three commercials that make up the campaign – the third, “Time”, will be released later – we are in fact shown a series of stories, taken from old New York Times articles, that intertwine with each other in a surprising way, replicating the online reading experience of any newspaper subscriber. And so, starting from an article written in 2021, by Daisuke Wakabayashi, on the history of trainers, we see a succession of overlapping headlines and texts that lead to different topics, only to return to the starting point. This time with greater awareness. 

Nothing different from what the New York Times does every day with its articles: contextualizing events by highlighting the connections between them. 

The “More of Life Brought to Life” campaign will end in July, so we just have to wait for the release of the third and final commercial. In the meantime, we invite you to take a look at the two commercials already out. 

Written by Giulia Tofi
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