At the zenith of its success, the weekly wants to do something good for the brand, open and show how young it is.
In five portraits, we trace what it means to write for DIE ZEIT. During the print crisis, DIE ZEIT breaks its own records and increases its circulation figures. In sales – and especially in the supreme discipline of subscriptions. Around a third of all readers are also subscribers. People with a thirst for knowledge and a search for meaning. Educated citizens. Fans. Among them are many young people who are willing to spend time with DIE ZEIT every Thursday.
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We recognize: Anyone who puts so much on the table every Thursday must communicate from within. DIE ZEIT is a strong voice. And it has strong voices: its authors. But it is precisely their names that we overlook or immediately forget when we read them.
Time for a change: We meet five editors. We follow them to the scenes of their current stories. New York, Istanbul, Berlin. And listen. We shoot quiet and intense shots. And create a contemplative space for the spoken word. The result is five unusually long spots that will be shown exclusively in selected art house cinemas and digitally.
The campaign “I write for DIE ZEIT” shows for the first time the people who open up the topics of our world for us. We now know about the heterogeneous characters behind the black letters on gray-white paper … yes, even search the newspaper for their stories. We have become different.
DIE ZEIT, too. More approachable than ever before.