How do you introduce a news organisation to the world as the most credible when it comes to the truth in journalism?
You uncover the lies.
In a world flooded with clickbait and fake news, Al Jazeera English had a perception problem in the UK.
Many saw it as a regional channel, not the bold, global news force it really is. But with younger, socially aware audiences craving honesty and depth, AJE needed to reclaim its space as the go-to source for fearless journalism that speaks truth to power.
Through bold wordplay, striking visuals and omnichannel strategies, AJE disrupted surface-level headlines to expose the truth behind global issues.
The campaign combined social content, out-of-home activations and hashtag-driven engagement to amplify its message and drive visibility.
The campaign set out to use bold, unapologetic language that called out the status quo of mainstream news.
It dug deeper than headlines, tackling real issues like the climate crisis, refugee experiences, war, food insecurity, genocide, and the suppression of journalists.
Awards:
Finalist: New York Festival Advertising Awards | Best Use of Activation & Engagement
Finalist: New York Festival Advertising Awards | Best Use of Purpose for Human Rights
Bronze: Creative Pool Awards | Out of Home Campaign
Credits:
Group Creative Director: Ol Duggan
Creative Director: Fouad Hammoud
Creatives: Jack Brodie, Andreas Karmiotis, Chloe Tabarie, Lucy Soares
Motion Design: Doug Higman, Asim Bawa
Agency: AKQA