Reuters has launched its first brand campaign in its 175-year history. The film, Pure News, Straight from the Source, was created by The Brandtech Group’s Gravity Road and combines cinematic production techniques with generative AI.
The campaign comes as news organizations face growing challenges around trust and misinformation. The film uses water as a central metaphor, depicting a world where drinking water has become murky. This visual aims to represent the increasingly polluted information environment that this campaign features. Generative AI is used to distort or cloud the footage and contrast it with a real, clear image. Reuters The report is positioned as a “pure source of information”.
“We scrutinize the sources of the food and drinks we consume and demand transparency, traceability and purity,” said Mark Eaves, co-founder of Gravity Road. “So why should we care less about the sources of the news we consume?”
The use of AI in campaigns is noteworthy given the widespread discussion about artificial intelligence in journalism. This movie uses generative AI as a creative tool. Reuters maintains editorial guidelines that prohibit the use of such technology in news reporting. This difference is highlighted in the film itself, which moves from AI-manipulated images to unaltered images. Reuters picture.
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This campaign highlights: Reuters employs 2,600 journalists in 200 locations to report “what happens, where it happens.”
“In an era of information overload and increasing skepticism toward the media, Reuters It stands as a lighthouse,” President Paul Bascobert said. Reuters. “Our mission is to uncover the truth, with facts and rigorous analysis, without fear or favor.”
The media strategy, led by StrawberryFrog Media, uses programmatic targeting and what the company calls AI-driven cross-device sequencing. The campaign will run across connected TV, online video, mobile and social platforms in New York, San Francisco and Washington, DC.
“Subscribe” Reuters.com provides a direct link to genuine, trusted journalism,” said Director Josh London. Reuters professional. “In a world that demands certainty, we provide consumers with access to independently and accurately reported facts.”
