skills/campaign-canon/references/legendary-campaigns/cards/sunday-times-icons-2014.md

---
id: sunday-times-icons-2014
title: "Icons"
brand: The Sunday Times
agency: Wieden+Kennedy London
year: 2014
country: UK
region: europe
industry: media
pattern: [P17, P16]
category: film
idea_type: advertising
involvement: passive_view
channel: hybrid
duration: campaign
goal: [awareness, purpose]
budget: medium
emotion: [reverent, proud]
emotion_tier: 2
insight_domain: status
media_epoch: tv_first
awards: [unknown]
quality_score: 6
scalability: regional
risk: safe
confidence: medium
quality: stub_enriched
source_url: https://www.youtube.com/watch?v=QKBpblw2jJY
---

# Icons (The Sunday Times · 2014)

## Insight
The Sunday Times is a newspaper with a century of history covering the people who shaped Britain and the world — but readers don't feel that legacy as a lived dimension of the paper.

## Mechanic
A film showing iconic figures from history in vivid colour, presented as if photographed today — connecting the contemporary reader to the paper's historical witness. Visual style makes the past feel present.

## Why it worked
The craft of the film elevated the brand's historical role. By presenting history with cinematic presence, The Sunday Times asserted that journalism shapes how posterity sees icons — and that reading the paper places the reader in that tradition.

## Steal
Use the visual language of contemporary prestige photography to present archival or historical material. Removing temporal distance through craft makes institutional heritage feel alive rather than dusty.

## Related
- Pattern: [[../MOC-pattern.md#p17]]
- Sibling: [[absolut-absolut-campaign-1981.md|Absolut _____]]
- 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)*