B R A N DThe Wall Street Journal
–it's your business
After 135 years of world-defining journalism, the challenge for The Wall Street Journal wasn't relevance; it was perception. Many saw WSJ as a publication for executives and investors, not for themselves. We changed that with a new brand platform built around a simple truth: the Journal’s business lens helps make sense of the forces shaping all of our lives. By expanding the meaning of “business” beyond the boardroom and into culture, technology, politics, and everyday decision-making, we broadened both the publication’s appeal and its audience. Because it’s not just business. It’s your business.
Every film is inspired by a true WSJ article, and is told through the lenses of someone impacted by the story.
This one is about the widespread use of psychedelics in Silicon Valley.
Another film was based on a real news story about toxic workplace behavior in the high echelons of the US government, as reported by The Wall Street Journal.
Our final film is set around a family dinner. It is based on a real article investigating the highly polarized political landscape in the US, as reported by The Wall Street Journal.
In OOH, the campaign brought surprisingly relevant business articles to life in the very places most affected by the stories: from hot dog stands to EV parking spots.
