Vice News is still seen as the edgy younger brother at the news table. The ask? Reach a Gen Z audience, and illustrate what Vice values most in news: telling stories.
The Big Idea
At Vice News, the stories are the story.
The differentiating factor of Vice is that they place importance on story over breaking news. While other outlets get press releases and phone interviews, Vice goes into the effected communities directly, speaking with the impacted and uncovering stories first-hand. No perspective is insignificant, no detail too small.