The New York Times wanted to bring its highly acclaimed The Truth is Worth campaign to hit the streets. Literally.
The Truth Is Local experiential activation transformed a series of storefronts in the city’s five boroughs to highlight stories uncovered by the Times. Using QR codes, people walking by selected storefront located at some iconic NYC neighborhood could access voice recordings profiling some of the newspaper impactful stories.
The combination of physical installation and digital content creates a journalistic experience that ultimately leave the person feeling they understand the world better. And then let them spread the word.
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