NEW YORK– The campaign kicks off with “The Runner,” a film airing nationwide on TV, cinema, social and online, that depicts someone who from birth has never stopped moving, driven by their ambition. It’s this ambition that WSJ readers possess which is fueled by the business news and insights they receive from the Journal every day. The film is designed to inspire a new generation of WSJ readers and future leaders.
The spot was directed by Ellen Kuras, a Journal reader herself and produced with The Corner Shop. Having made her career in a largely male dominated industry, Ellen was keen to ensure that the female protagonist felt authentic, likeable, relatable and inspiring. As well as the film, “Good Things Come To Those Who Don’t Wait” consists of contextual ambient media placements inspiring people not to wait – but to go ahead and achieve their ambitions. The campaign will also use the shorter hashtag of #dontwait.
“In a time of uncertainty, when it’s easy to do nothing and wait, The Wall Street Journal gives the news, insight and analysis for people to take action. We are excited with the way we could bring this to life for our audience” said Wil Boudreau, Chief Creative Officer at The&Partnership.
Suzi Watford, CMO at The Wall Street Journal, said “ WSJ members choose the Journal because it helps them get ahead. We are seeing an increase in a younger audience who are willing to pay for quality news and more interest than ever in business. The Journal has more paying members than it has ever had and this campaign aims to build on that in order to create the future business leaders of tomorrow and to help fuel their ambition. At the Journal we are pro Ambition.”
