adam&eveDDB, along with Why Not Associates and the in-house creative team at The Telegraph newspaper, has created a new campaign centred on the concept of choosing words well. Words Are Powerful, Choose Them Well was unveiled during the Game of Thrones season finale yesterday and will now roll out across TV, cinema, audio, digital and print.
The campaign takes inspiration from references ranging from politics to sport and pop culture, highlighting prominent moments in history when words have been considered and chosen to create great impact. “Executionally, the campaign brings to life specific words that, through their inherent power, have taken route in culture or affected the very course of history,” says the agency.“Words chosen well is a bold and engaging campaign that is both visual and thought provoking,” says Robert Bridge, chief customer officer at The Telegraph “Quality journalism has never been more important but in an era of fake news it’s vital that we continue to raise awareness and encourage reappraisal of The Telegraph amongst new audiences, on whichever platform they use.”
Mat Goff, joint CEO at adam&eveDDB, added “We’ve created a campaign with the team at The Telegraph that not only champions the quality of The Telegraph, it also contains a strong competitive message and provokes consumers into thinking carefully about the news they choose to follow. We’re very excited about it."