The Washington Post was being outpaced by category competitors like The New York Times and The Wall Street Journal. They needed more than an awareness advertising campaign, they needed to clearly establish their voice and further define what democracy means.

“Democracy Dies in Darkness” is the tagline for The Washington Post. We built a campaign to further establish their voice via social and out of home placements.

We created their first-ever Super Bowl TV commercial, not to talk about the brand itself, but to establish their position. The spot reiterates the need to protect democracy and free speech and to defend the institution of journalism.