The Washington Post released its first national brand campaign which, states a release, showcases “the modern-day global news organization and the relevance of its original journalism to people, institutions and culture. The “Impact” campaign will feature 30-second spots taking viewers inside the trusted reporting readers rely on from The Post. It will include a range of consequential stories, from news that informs policy to stories that move institutions or improve everyday life.”

Each spot will, continues the release, “distill and compress The Post’s rich and complex stories, much like a trailer would do for a movie. The first spot focuses on the deep investigative reporting that resulted in the Afghanistan Papers, a six-part series that shed light on the truth about the Afghanistan War. With a moving score and bold graphics, the spot takes the viewer through the story and shows the amount of work it took investigative reporter Craig Whitlock and The Washington Post newsroom to bring the information to light.”

The Washington Post worked with Andrew Essex, founder and CEO of GoingConcern; a creative team from advertising and design firm Buddha Jones led by Alyson Jones and Julie Bloomfield, and media agency Noble People on the campaign.

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