︎During my time as the director of VICE Media’s global brand, one of the biggest priorities was VICE News. The team and I oversaw multiple brand, FYC, and “tune-in” campaigns for the brand. As a result, VICE News Tonight was the most-awarded nightly newscast for a three years in a row.
Campaign Example #1:
No desks.
No makeup.
No sets.
No suits.
“This Is What News Can Look Like”
This is the premise of what makes VICE News different from everoyne else. Our correspondents follow stories that they can only tell at VICE. They are on the ground, embeded, and invested in where the people and action are.
Campaign Example #2:
Don’t challenge your beliefs.
Don’t consider other perspectives.
Don’t go outside your comfortzone.
Don’t ask tough questions.
Don’t learn anything new.
Don’t Watch VICE News Tonight.
This of-the-moment campaign was rooted in cultural moments like “fake news”, COVID, and social/cable news echo chambers. 2020... remember that year...gezz? We took the moment to utilize VICE’s snarky brand voice to challenge people to take a step outside of their little social media and nightly cable news bubbles and see the other sides of the stories and even some stories they didn’t even know existed.