'It's Your World to Understand,' Says New York Times

The first work from Isle of Any

The New York Times debuted a brand marketing platform today that encourages readers to engage with its journalism and related products through big and small moments in their lives. The campaign came to fruition via insights gleaned from those very readers.

“It’s Your World to Understand,” from Isle of Any, opens with a narrator informing viewers, “This is your minute. It’s your minute, in this life, on this day.”

What follows are people interacting with the platform through play (Wordle, sports), creation (recipes) and exploration (finding the best sandwiches), among others.

Throughout, the narrator encourages growth and nourishment of bodies and minds: “It’s your place. It’s your country to love, to rise, to dream, to change. It’s your world as much as anyone’s. It’s your world to understand.”

A campaign landing page features varying aspects of NYT engagement, from morning news, health and wellness, the best songs of the year, your next lunch recipe, travel and more.