We asked TIME’s journalists to select today’s most pivotal issues -- such as War, the Environment, Religion and Politics – and use TIME’s 80-plus-year archive to put them in context.Then we placed over-sized, dimensionalized red frames in our print, outdoor and digital campaigns to focus attention on surprising elements of dramatic images paired with provocative questions – tagging them with distinctive custom QR codes that echoed the subjects and offered our audience on-demand insight, taking them online to relevant episodes of an original digital series. What started out as a print campaign led to a companion original digital series a CNN special and culminated in a single-topic issue.

Current plans are for TIME Frames to become an editorial lens for how TIME tells key stories in the future as well as a real-world tour featuring an actual imposing frame being built and serving as a “digital campfire”.TIME Frames over-delivered with a nearly 600% increase in video plays on the site. The campaign received the highest “Noted” (Recall) scores of readers polled, prompting a dramatic increase in favourable opinion of TIME, visits to its main website, recommendation of TIME and purchase of it (as measured by Starch research).