WSJ’s campaign shows why business is relevant to everyone
The newspaper’s new OOH ads by Mother cleverly capture the variety of its coverage and why we all have a stake in the business world
You might have an idea of what The Wall Street Journal is about and who it’s for. Its new campaign is asking you to think again.
Developed by Mother in both London and New York, the campaign revolves around copy-led OOH ads that illustrate how business impacts all of us, covering everything from electric vehicles to renters’ rights, the price of fuel to the psychedelic drugs that fuel Silicon Valley.
In doing so, the ads frame WSJ as an objective reporter with an eye on the issues affecting the whole population, rather than a mouthpiece for big business.
These are the latest batch of ads in a campaign that launched earlier this month, all of which are part of the newspaper’s new brand platform It’s Your Business.
The ads have been placed in highly targeted locations, driving home the point that business is everywhere, impacting how we all live, whether you like it or not.
Like the V&A’s warmly received brand campaign from this spring, the Wall Street Journal’s campaign shows how it can serve the breadth of its audience, no matter how seemingly niche their interests and tastes are.
