“The Daily” is a podcast hosted by Michael Barbaro, a reporter for The New York Times. With five million monthly unique listeners, it became the most-downloaded new show in 2017 on Apple Podcasts, and now airs on more than 30 radio stations across the country. Not one to rest on its laurels, the Times commissioned the first marketing campaign for “The Daily” to help grow the audience further and highlight the uniqueness of the show to untapped listeners. Our challenge was to communicate all of this in a succinct, memorable and non-partisan way. We developed a verbal and visual language, which threads the immediacy of the medium with the mission of the Times. Our final work ran as a national campaign, with executions that spanned out-of-home, television, radio, print and digital – all anchored by a single line: “This moment deserves to be understood.”