Created by Lowe, the campaign is running via TV, print and public transport posters, based on a platform of truth in reporting.
Shot in a fast-moving, semi-documentary style, the 60-second TV spot opens with a gunshot in the dark, followed by aerial footage of a reporter in a helicopter witnessing illegal logging in a remote forest area.
Shot in a fast-moving, semi-documentary style, the 60-second TV spot opens with a gunshot in the dark, followed by aerial footage of a reporter in a helicopter witnessing illegal logging in a remote forest area.
It then shows the reporter walking down the steps of his country house towards his pickup truck, which explodes before he gets to it. The TV tagline reads 'Truth must prevail', while the print copy offers 'Read the facts. Read the Daily News'.
"The topic of press freedom is a very hot issue in Bangkok at present and this campaign was created to tap right into this nerve," explained Lowe Thailand chief executive officer Tony Prehn. "Aside from generating a sales lift for the Daily News, the campaign has clearly strengthened the paper's position as a champion of truthful reporting." The Daily News claims the country's second-highest circulation, after Thai Rath.
