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'Keep the noise down and add the experts. Subtract the noise, add the experts.'
The Washington Post launched a campaign titled 'Subtract the noise' with New York's Koto to promote its new wellness section, Well+Being. Five digital billboards in Times Square were filled with message bubbles.
“How Much Vitamin D Do You Need?” “Why am I hungry?” “Is the work-life balance realistic?” “Can stress damage my brain?” Questions that you would ask Google or Naver together fill the screen one by one. The screen fills with question bubbles. And, as if to answer all these questions, the Washington Post logo appears against a clear sky.
As implied in the slogan, it is a campaign that creatively contains the Why to read articles from the Washington Post written by journalists and medical experts, away from unfounded information. It covers topics such as emotional stability, nutritious eating, and mindfulness.
Koto is a studio that creates brands with rich narratives. It is a company where about 60 designers and artists collaborate based in major cities around the world, such as Berlin, London, and LA. We've done great brand design work with Discord, Uber Eats, fiverr, and more. The work was done in collaboration with Manchester-based animator and motion designer James Huson.
Every Tuesday morning, a designer with 16 years of experience curated Collect design trends.
