The Wall Street Journal is online with a very nice campaign to drive subscriptions. They play with the concept "Life is a journey", picturing the life of nice celebrities, and at the end of the path they add the tagline "Every journey needs a Journal".

The site is simple and clean as you expect a WSJ campaign to be, but it's also very powerful and meaningful in presenting the concept. Photography, illustration and typefaces are perfectly combined to support the storytelling.

The call to action maybe it's a bit hidden, but probably this is a choice to be in line with the newspaper communication approach. In the end, even if selling is selling, this is the WSJ, not a supermarket :-)

Congrats to T3 for the great work.

Totally agree. So many traditional brands try too hard to be edgy with their new ad campaigns. A brand like WSJ should keep it simple and sharp, just like their image. It is what their readers, and potential readers, expect.

Posted by: jay at March 19, 2007 01:43 AM