THE WORLD ASSOCIATION OF NEWSPAPERS WAN-IFRA WANTED TO UNDERLINE FOUR CRITICAL ISSUES ON MAY 3RD PRESS FREEDOM DAY. THEY NEEDED TO HIT HARD.

We developed a story around what journalists have to go through to bring you the news. We chose to visually depict the pain and suffering of journalists, by working on actual photo prints. The four ad campaign that came out was adjudged the best campaign ever for the World Press Freedom Day, the Director wrote us a letter to thank us. It was published in newspapers across the world in seven languages.

A letter sent by the Director of WAN-IFRA about the campaign.

All brands tell stories. Some are great, some powerful. Some work flawlessly, some fall short. Many are distinct and stand out, and many are featureless, hardly distinguishable, one from the other.

As communicators, brand custodians, and advertising and marketing professionals, we are a part of these stories. We haven't created them, for they are made of the blood, sweat and tears of those who built the brands, but we are entrusted with nurturing them.

We have to make them flesh and blood, and give them a distinct personality. And to do that we first need to understand and experience the brand, its origins, reason to be, culture, DNA. And when we truly understand a brand, we can tell its story to the world, in our own way, and in any medium.

Telling these brand stories is what I love doing the most.