The esteemed global newspaper The Wall Street Journal wanted to create an Asian based campaign to drive subscriptions. To do that, they wanted a spot that called attention to the people who write and edit the paper on a daily basis. Their desire was to create warmth for viewers as opposed to citing facts and figures.
We ended up filming an entire TVC series with key members of the Asian WSJ staff. Whether it was Li Yuan, the Editor-in-Chief of the Asian WSJ edition, the head of social media content or various editors from around the region, we captured and conveyed all of their personalities both in and out of the office. A uniform black and white film look and strong tagline completed the tasteful spots. The success of the series carried over onto social media platforms, where additional content was provided.
Wall Street Journal