Campaign details

Advertiser:Libération
Brand: Libération
Agency: Wunderman Thompson
Country: France

Objectives

This submission is the story of how a small tactical idea for a newspaper during the presidential election has eventually turned into a whole new brand (a TV show, a radio show, an international project, a weekly editorial rendez-vous...) that changed journalism in France every day for the last 2 years. It is said to be, according to Laurent Joffrin, Editor in Chief at Liberation, an experiment proving that those who criticize journalism have not yet won the war (Figure 1).

Figure 1: Editorial from the December 31st 2018 Liberation issue1

To promote Liberation's capabilities in fact-checking and rather than promoting it with a small media budget, we decided to launch a campaign code named "The right search", and based on a new kind of search engine: "CheckNews".