Brazil’s largest news agency, VEJA, wanted to discuss the importance of knowing your news source. This is how its agency did that…
AlmapBBDO devised a project that allowed different artists to recreate an image. The art project was then pieced together in a short film called Distorted Fact, which shows visually how information gets distorted from one mediator to the next, the same way that art metamorphoses each time it is being reproduced.
The project was set up in a warehouse in São Paulo. It involved 6 different types of artists and it was based on the photo taken by journalist Kevin Carter, in Sudan, Africa, in 1993, which awarded him the Pulitzer Prize. The photo shows a child in a severe state of malnutrition that is being watched by a vulture.
This photograph became the reference for painter, Rien’s canvas. The photo was then covered up and the next artist, illustrator Eduardo Nunes, used Rien’s painting as his reference.
His illustration was used by sculptor, Cícero D’Ávila. D’Avila’s sculpture was used by graffiti artist, Giuliano Alemão. Then woodcut artist, Samuel Ornellas, used the sculpture, Finally, photographer, Guto Nóbrega, completed the circle and returned to the original technique.
The tagline, Get your news from the source, closes the discussion.
Bruno Prosperi, executive creative director at AlmapBBDO, commented, “One by one, each artist’s interpretation of what they saw had gradually fled from the concept of the original image. Nóbrega’s final photograph, for example, represents pure cheerfulness and lightness, which is completely opposite to the human drama displayed in Carter’s original image.”
“Each artist’s point of view is clearly reflected in their work and this is what makes this project so remarkable. The different artistic interpretation bring immense value to the concept of facts distortion and therefore perfectly illustrate our theory. It was fascinating to be a part of this experiment.”
The campaign film is being aired on all of VEJA’s internet channels and in cinemas across Brazil.
Creative credits:
Agency: AlmapBBDO
Chief creative officer: Luiz Sanches
Executive creative directors: Bruno Prosperi, Renato Simões
Creative directors: Bruno Prosperi, Andre Gola, Benjamin Yung Jr, Marcelo Nogueira, Pernil
Copywriter: Cesar Herszkowicz,
Art director: Luciano Lincoln
Production and post production: Bossa Nova Films
