skills/creative-director/references/legendary-campaigns/cards/ny-times-truth-part2-2019.md

---
id: ny-times-truth-part2-2019
title: "The Truth Is Worth It (Part 2)"
brand: The New York Times
agency: Droga5 New York
year: 2019
country: US
region: north_america
industry: media
pattern: [P16, P13]
category: film
idea_type: campaign
involvement: passive_view
channel: hybrid
duration: campaign
goal: [awareness, advocacy, trial]
budget: high
emotion: [reverent, resolute]
emotion_tier: 2
insight_domain: identity
media_epoch: hybrid
awards: [cannes_gold, one_show]
quality_score: 8
scalability: unique
risk: provocative
confidence: high
quality: full
source_url: https://droga5.com/work/new-york-times/
---

# The Truth Is Worth It, Part 2 (The New York Times · 2019)

## Insight
Continuation of the campaign that defines journalism's value through the cost of getting a fact right. Part 2 expands the scope to cover different investigative contexts, reinforcing the platform.

## Mechanic
Subsequent films in the "Truth Is Worth It" series, each following a different investigation — showing the same exhaustive, multi-layered process applied to a new story. The repetition of the mechanic builds the brand's claim through accumulation.

## Why it worked
Long-form drama (P16): each film justifies its length through the density of process shown. Truth telling (P13): the sustained campaign, returning to the same argument through different investigations, builds the case over time rather than in a single burst. Multiple films > one film for a claim this complex.

## Steal
A campaign about process and rigor benefits from being a series — each new execution reinforces the claim rather than simply repeating it. Return to the same mechanic with new evidence rather than searching for a new concept.

## Related
- Pattern: [[../MOC-pattern.md#p16]]
- Sibling: [[apple-1984-1984.md|1984]]
- Sibling: [[apple-think-different-1997.md|Think Different]]

---

*Author: Serge Shima ([t.me/aimastersme](https://t.me/aimastersme) · [sergeshima.com](https://sergeshima.com) · [aimasters.me](https://aimasters.me)) · License: CC BY 4.0 — attribution required · Source: [smixs/creative-director-skill](https://github.com/smixs/creative-director-skill)*