Robert Capa is one of the world’s most famous photojournalists, widely recognised, in fact, as one of the most influential figures in the history of photojournalism. Many are familiar with Robert Capa, but few know that he never truly existed. He was the pseudonym of a pair of photographers, Endre Ernó Firedmann and Gerda Taro, a man and a woman hidden behind an image and a male name.

Uruguayan newspaper, El Observador, is celebrating its anniversary by telling the story to highlight gender inequality on the workplace.

Cecilia Camors, marketing manager of El Observador, commented, “It’s an honour to be part of this campaign that tells the story and highlights gender inequality through the history of Gerda Taro, one of the first and bravest female photographers in journalism, who captured many world events. Because at El Observador, we believe in a world where women can fully unleash their talents and become more visible.”

“The strength of this idea lies in its relevance, because even though this story happened many years ago, women are still less recognized than men in many workplaces today,” added Facundo Varela, chief creative officer of DDB.”

Credits
Agency: DDB Uruguay
Chief Creative Officer: Facundo Varela
Creative Directors: Adrian Piattoni, Juan Mesz, Fernando Zagales
Creative Team: Ezequiel Irureta, Nicolas Cortese, Matias Irigoytia, Agustín Machado, Diego Besenzoni
Account Director: Santiago Vallverdú
Producer: Gonzalo Bollotta

Client: El Observador
Marketing Manager: Cecilia Camors