Bringing Personal Stories to the Forefront
THE BRIEF
The highly respected global publication, The Wall Street Journal, sought to broaden its reach and deepen its connection with audiences across Asia. To achieve this, the newspaper envisioned a distinctive campaign that would not only encourage new subscriptions but also resonate emotionally with viewers. Rather than relying on a barrage of facts, statistics, or market data, the project would instead focus on the people—those who dedicate themselves each day to producing the paper’s celebrated journalism. The goal was to move beyond the traditional, somewhat distant image of the press, and instead create an inviting, warmly human portrait of the individuals behind the bylines and headlines.
The resulting campaign evolved into an entire television commercial series, filmed in various locations to capture the real, lived experiences of the Wall Street Journal’s Asian staff. The production featured several key members, including Li Yuan, the Editor-in-Chief of the WSJ’s Asian edition, along with the head of social media, editors, and contributors from across the region. Each participant was encouraged to share their story, motivations, and perspectives, both inside the bustling newsroom environment and in their personal lives beyond the office.
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By focusing the camera on these individuals, the series highlighted the diverse backgrounds, expertise, and personal passions that contribute to the WSJ’s editorial excellence. Intimate portrait shots, candid interviews, and scenes of collaboration helped construct an authentic narrative, reinforcing the idea that the WSJ’s reporting is shaped by real people with unique voices, values, and aspirations.
Visually, the spots adopted a classic black-and-white film aesthetic, lending the campaign a unified, timeless, and sophisticated look. This stylistic decision reinforced the journal’s reputation for reliability and credibility, while also inviting the audience to see familiar faces in a fresh, approachable light. A powerful and succinct tagline unified each commercial, encapsulating the spirit of the campaign and driving home the message of shared connection between the newsroom and its readers.
The campaign’s positive reception extended well beyond traditional television, finding new life and engagement on social media platforms where additional clips and behind-the-scenes content were released. This multi-channel approach allowed the campaign to reach even wider audiences and further cemented the WSJ’s commitment to authentic storytelling and community connection throughout Asia.
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