Despite the intensely personal attacks, we knew CNN had a chance to stand for something larger because the core of their brand ethos was so universal - the importance of the facts. So we set out to reaffirm what they believed in by creating a symbol for reason and rationality in illogical times. And like the most universal truths often do, this symbol took on one of the simplest forms imaginable: an apple. The apple communicates a lot without having to say too much. It’s a timeless symbol of knowledge and science, and it’s seemingly innocuous nature allowed us to inject ourselves into the heart of a very heated national debate, but did so in a way that was short, sweet and easy to digest (fruit puns intended).

The Facts First campaign launched with the hero “Apple/Banana” spot on October 23, 2017 across domestic, international, airport and Espanol TVC, digital display, social channels and internal communications. Since then, six additional executions have aired, all in reaction to breaking events and news stories. The campaign continues to develop with new work breaking in late April and early May.

Within its first two hours, the spot received more than 8,300 reactions on Facebook, and was shared more than 2,000 times. 36 hours later, the spot was garnering more than 16,000 views per minute and was featured in just about every major publication, as well as on popular talk shows like The Ellen Show, The Tonight Show, The Colbert Report, The View and was even talked about by Oprah. Word spread with it receiving over 3.8 billion social impressions, over 6.9 billion web impressions, and an earned media value of over $235 million. Better yet, the Facts First platform was fully adopted by the CNN organization. Anchors regularly reference the campaign on air - even going so far as to build entire segments around Facts First. The organization has also seen a dramatic increase in people applying for jobs, many directly crediting the campaign for their desire to work there. Most importantly, the campaign has given CNN back their mojo. They beat the President at his own game, punching back directly in response to attacks on their integrity, but wielding the most powerful weapons of all, the truth and a sense of humor.