Developed over several months and filmed in multiple countries, the vignettes seek to capture the importance of FT journalism in people’s everyday lives.
The seven-part series was produced by commercial and film director Felipe P. Soares. It features Peter Beer, an economist in Los Angeles; Tarecca Musabbir, a corporate communications professional in London; Amee Parikh, a corporate law consultant in Singapore; and John Williams, a professor at MIT (Massachusetts Institute of Technology) in Cambridge, Massachusetts.
Darcy Keller, the FT’s chief communications and marketing officer, said: “In countless ways, the Financial Times’ global audience is the greatest reflection of our brand. FT readers are intelligent, discerning and thoughtful. Whether in the US, Europe, Asia-Pacific or elsewhere in the world, they are united by their desire to be informed by journalism they can trust, to understand connections and context driving the news agenda, and to be inspired and challenged by insights with depth and originality. Never have those qualities mattered more.”
The series forms part of an integrated campaign across TV and online, planned by Guerillascope, which will see the ads appear on Sky News, Channel 4, Discovery, National Geographic, Bloomberg TV, BBC Online, Monocle’s film section, Taxi TV in London, and more.
According to the publishers, in the FT’s latest global reader survey, which measures the attitudes and reading habits of 7,000 newspaper readers across the world (both established and occasional FT consumers), nine out of 10 people say that they trust what is published in the FT to be impartial, accurate and important.
Watch the full series on about.ft.com
