Year of democracy
An animation communicating the mission, purpose and strength of the FT and Nikkei Group
In partnership with FT Commercial
Year
2024
Client Brief
Commercial stakeholders at the FT and Nikkei aimed to showcase to global ad executives, commercial partners, CMOs and agencies the group's strength and commitment to trusted journalism. The challenge was to distinguish the group’s support for journalism from spending on broader digital platforms, and emphasise the importance of sustainable media for democracy. We had an opportunity to globally communicate the FT's and Nikkei’s joint mission and purpose, leveraging their heritage, journalistic expertise and combined brand prestige.
Our approach
Our approach was to communicate the FT and Nikkei Group's mission and strength through an animation. Reinforcing the value of credible journalism alongside a viable business model and how this is vital to safeguarding truthfulness, accountability and the future of media. The video used a central concept of “the lens” to represent the value of journalistic rigour, even in challenging times, to enhance the public’s understanding of global trends. We paired powerful copywriting with kinetic typography, and strong visuals conveyed key points: the global prestige of Nikkei and the Financial Times; their combined platform offering trust and reach; the critical need for trusted media; and their long-standing integrity and business strategies.
