2020 One Show Brief Merit Award Winner and 2020 One Show ADC Award Winner.
While many news organizations are embarrassed about making mistakes, we chose to embrace the mistakes made by a newspaper to build trust and credibility around the world.
Print: We placed the mistakes in print spaces relative to the correction mentioned.
Out of Home: We placed our mistakes in contextual spaces relative to the correction mentioned.
Interactive: We created a fun quick-play game spoof on a classic video game that appeared by popular gaming conventions.
Social: We showcased our mistakes within the NYT social channels to get followers to further engage.
Phase 2 : We wanted to engage with our bigger message of fixing mistakes so we showcased people’s mistakes across many digital platforms.
Social: Through social engagement, people were able to showcase their own mistakes and build trust in not only the NYT, but themselves, and eachother as well.
Art: Matthew Broccoli and Yonatan Mallinger. Copy: Bill Adelson