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New Blood Entry — Let the Truth Unfold

Award: Wood Pencil

The Times & The Sunday Times / 2019

The Times & The Sunday Times' D&Ad brief set us the task of revealing the importance of reading reliable news and that this was a service well worth paying for. In our research we found that Ofcom, the UK government-approved authority for broadcasting and telecommunications, reported that 44% of all adults view news on social media platforms. This issue is especially problematic in the digital era, as these sites are often laced with heavily biased or outright false articles.
As a team, we approached this issue by highlighting the extent to which truth is distorted as it filters down from credible sources like The Times & The Sunday Times, through a multitude of other companies, until the story no longer resembles the original; disfigured by imitation and plagiarism.
In order to capture this process, our idea of 'letting the truth unfold' revolved around the theme of distortion with a series of posters combining images and type, folded to change the meaning of the original text and purposefully hide the truth. These are presented in reverse order, to reveal just how daunting the difference can be when headlines are manipulated and people's words are twisted, as opposed to the truth. This encourages the target audience to subscribe to The Times & The Sunday Times, to only read stories they know they can trust.