New York Times Campaign | OOH Lenticulars

A brief by the Young Ones OneShow in partner with Droga5 challenged us to cut the clutter and help people realize the facts from the opinions. Using OOH lenticulars and interactive print ads, we show the viewer that there are two sides to every story.

They simply need to Read Between The Lies.

As you approach, you see a popular opinion or common held belief,

but as you pass you see the facts branded with the NYT logo.

4:30AM Behind The Scenes

New York Times | Interactive Print Ads

We took inspiration from the legendary Al Jaffee’s Mad Magazine Fold-Ins. Touching on often overlooked yet extremely important topics, these fold-ins help the viewer dig deeper, past the clutter to get to the cold, hard facts with New York Times.

Illustrators: Thinh Dinh, Megan Weber