Digital video is built for social media placements and pre-roll. The technique uses a mosaic effect to create striking editorial images out of hundreds of smaller housing images.
Instagram carousels allow users to swipe through the series revealing the housing images.
WHAT’S A NEWSPAPER?
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In 2022, only 7% of US adults read national newspapers daily, and 11% read local newspapers daily, according to Redline Digital. So the industry is shrinking on paper and in paper but the digital portion of the industry is still important. Given the splintering of sources in journalism today, brands like the Mercury News are more important than ever. The are trusted sources and need to remain relevant. At the same time, news divisions need to compete with clickbait and social media for eyeballs.
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Housing is the most read type of story across all Mercury News properties. Division of Labor is one of the top advertising agencies in San Francisco, so we understand the housing market and the media market in the Bay Area. So the campaign strategy was to show how the other issues affecting people are related to and affected by the housing market.
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Division of Labor is one of the top ad agencies in San Francisco, so our design and art direction team knows how to develop visually compelling content that drives ideas. In this case, the mosaic effect was achieved by combining multiple real estate listing visuals through software that could be manipulated to create the end-visuals we wanted.