We find this new work from AlmapBBDO of Brazil interesting for a couple of reasons: it features the music of Colin Stetson and it highlights the challenges of journalistic credibility for client Veja News.
In another twist, the work deals with the issue at hand through metaphor involving the work of a visual artist.
The idea: the more layers of communication between a “source” and the person who delivers the source’s messages, the further from reality the final product will be.
The release tells us that the ad “aims to show how information gets distorted as it traverses mediators” just as each reproduction of a given piece of art will be further from the original. It’s a very roundabout way of making the point, which is appropriate given the nature of the campaign’s purpose.
ECD Bruno Prosperi says:
“One by one, each artist’s interpretation of what they saw had gradually fled from the concept of the original image.”
The work is currently airing on the client’s digital media channels and in theaters around Brazil.
Credits
Advertiser: Editora Abril
Title: “Distorted Fact”
Product: VEJA
Co President of the board: Marcello Serpa
Chief Creative Officer: Luiz Sanches
Executive Creative Director: Bruno Prosperi, Renato Simões
Creative Director: Bruno Prosperi, Andre Gola, Benjamin Yung Jr, Marcelo Nogueira, Pernil
Copywriter: Cesar Herszkowicz,
Art Director: Luciano Lincoln
Producers: Bossa Nova Films
Executive Producer: Eduardo Tibiriça
Producer Account Executive: Kiska Kaysel and Renata Prado
Direction: Vitor Amati
Photography: Walter Carvalho
Editor: Oswaldo Santana
Finish: Bossa Nova Films
Finisher: Rosana Felix
Audio Producer: Satelite Audio
RTVC: Vera Jacinto, Diego Villas Boas, Adriana Kordon, Fernando Yamanaka
Account Executive: Fernanda Antonelli, Mariana Silveira, Beatriz Almonacid
Planning: Cintia Gonçalves
Media: Wanderley Jovenazzo, Denise Lavezzo, Juliana Monte, Kauê Cury, Livia Novaes, Rogério Beraldo
Photography Coordinator: Teresa Setti and Stephanie Biekarck
Approval: Rogério Gabriel Comprido, Simone Sousa, Ícaro de Freitas, Rafael Cescon