In an increasingly anti-democratic world, it was time to remind everyone about the importance of independent journalism. We launched a new mission statement for Sweden’s biggest newspaper Dagens Nyheter. In collaboration with the journalists, we created a vision that was greater than the newspaper itself – a statement about the importance of independent journalism. The concept shaped the entire organisation: the walls of its newsroom, its iconic masthead, its photographic expression, and beyond.
LAUNCH FILM
The concept launched with a manifesto for independent journalism, delivered by the journalists themselves.
OOH
Using a beacon of light as a simple and iconic visual symbol, posters reminded Sweden about the importance of independent journalism.
Banners/Social
FIRST PAGE
On the day of launch, Dagens Nyheter transformed their first page into a manifesto for independent journalism.
“A mission statement for independent journalism, that summarises why journalism is so important”
Peter Wolodarski, Editor-in-chief