Launching a News Brand With Immersive Storytelling

France 24 is a news broadcaster that claims to provide a completely honest and non-biased take on the news.

They go “beyond the news” to offer a fresh perspective and thought-provoking content to their viewers.

Their main purpose when they launched in December 2006 was to provide the non-Anglo/American view to the issues affecting our world.

Its stated mission:

  1. To cover international current events from a French perspective and to convey French values throughout the world.
  2. To give a French perspective to international current events through diversity of opinions, debate and confrontation of viewpoints.
  3. To provide keys to understanding ever more complex events through in-depth analysis.
  4. To put culture at the forefront of programming.

Their launch campaign created by French agency Marcel was, in my opinion, one of the best I’ve seen for a news brand.

France 24 cleverly leveraged the power of immersive and thought-provoking storytelling to gain the attention and capture the imagination of millions of highly educated and extremely opinionated news consumers.  Watch.

Sweat Shop


If you haven’t guessed it, the above clip criticizes the working conditions of third world children hired by major sports brands. A young girl stitches a football in a sweat shop, while day dreaming of where the ball will end up.

The Art of Leonardo Da Vinci

The second ad below plants the seed of a story behind the art of Leonardo Da Vinci. Brilliant!

Dead Mother

And finally, in the third clip below, viewers are left wondering what happened to the girl’s mother…

France 24 Continued to Tell Immersive Stories Via Print Ads

Even after their launch, France 24 continued to tell stories. They’re most famous for the award-winning print ads “Machines” at work behind important international events.

At first glance, one is baffled by the giant machines formed from interlocking pictures.  At closer examination the story unfolds and one begins to see how random (news) events interplay.

The Dark Side of the Pharmaceutical Industry

The one featured below tells the story of the dark side of the Pharma industry and dares to ask the question: Why are Pharmaceutical companies spending a fortune on research while millions of children are starving  in 3rd world countries.

The Story of War Politics and Finance

The ad below creatively asks the question, how are war, politics and finance related.  It goes “beyond the news” to tell the story…

Why Today Immersive Storytelling is a Must for News Brands

News consumers by nature are opinionated and are looking for a good debate. In a new age, news brands must assume their natural roles as hosts of these debates.  Their advertising must reflect this role.  This helps the brand grow its reach and establish its authority.

The France 24 channel launched during the early stages of the internet, before social media took off.  Imagine what a campaign like this could accomplish today.  It would undoubtedly go viral.

The Economist comes closest to owning such a genre of advertising today.  Their campaigns (Outdoor and Print) are some of the most inspiring and thought provoking I’ve seen in a while.

I would love to see the BBC adopt more storytelling in their advertising campaigns, it will revive a brand which, in my opinion, has grown stale and completely lost its focus.

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