2024 is the biggest electoral year in history, with over 80 countries holding elections and an estimated 4 billion voters heading to the polls. It is a pivotal year for democracy. Reporters Without Borders Germany (RSF) is urging voters to challenge autocratic rulers. Its campaign, The First Speech, by Innocean Berlin exposes the hopeful, beautiful words used by modern autocrats when becoming presidents, but who quickly turn against human rights and independent journalism. “The loss of freedom is never obvious at first,” the campaign warns.
Three striking films were created by Stink Films Berlin for the campaign, using segments of the first speeches of now autocratic leaders. They are supported by posters, digital out-of-home, and social media.
The three films, directed by Giordano Maestrelli, feature the speeches of Vladimir Putin, Recep Tayyip Erdoğan and Nicolás Maduro when becoming presidents, each filled with pretty promises about safeguarding freedom and democracy. With cinematography by Konrad Losch, the visuals portray citizens from these countries tuning into their newly elected leaders through radio or TV, on the day when the speech took place. The films will air in movie theatres in Germany and RSF Germany’s YouTube channel.
The campaign’s call-to-action, Trust the Free Press. Not Pretty Words, underscores the urgent need to rely on independent journalism as a weapon against autocratic manipulation and calls on audiences to support press freedom by donating to RSF.
The long copy posters and digital out-of-homes use the same first speeches, only this time in contrast with pictures of journalists from Russia, Turkey and Venezuela, including World Press Photo awarded Bülent Kılıç, in the exact moment they found themselves detained or targeted by the then-turned oppressive government.
Gabriel Mattar, CCO of Innocean Berlin stated, “Reporters Without Borders turns 30 years in 2024 and that also culminates with the biggest election year in history. To mark the occasion, we decided to remind everyone that the free press is fundamental to have a democracy with educated voters. Because the loss of freedom is not always obvious at first.”
Sylvie Ahrens-Urbanek, head of communications at RSF Germany, added, “During a crucial year for democracy, we wanted to pay tribute to it with a strong message that reflects our commitment to point fingers at those who go against independent journalism and human rights.”
Giordano Maestrelli, director at Stink Films, commented, “It’s not every day that you can direct a campaign that relies on simplicity as its’ more powerful asset, with no trickery, just pure cinematic language. My goal was never just about shining a light into the past, but rewriting both what once was and what it’ll be. It’s a seed of doubt and awareness planted into the viewers mind in order to make them evaluate their own realities.”
“It’s not just about making movies; it’s about amplifying voices that challenge, inspire, and ignite change, reminding us that in the pursuit of truth, press becomes a potent force for democracy,” added Florian Hülbig, head of Stink Rising Berlin.
Credits
Client: Reporters Without Borders Germany (RSF)
Head of Communications: Sylvie Ahrens-Urbanek
Public Relations Officer: Prisca Martaguet
Creative Agency: INNOCEAN Berlin
CCO: Gabriel Mattar
ECD: Ricardo Wolff
Head of Art: Maso Correa Heck
Associate Design Director: Will Cega
Art Director: Leon Celay
Copywriter: Juan Andrés Kebork
Motion Designers: Carlos Suárez & Alexander Aleksidze
Head of Traffic: Paulina Gonzalez
Producer & Head of Production: Fabian Barz
Post Production Producer: Jan Scholz
Strategy Director: Jörn Ballentin
Senior Strategist – Odile Breffa
Senior Media Manager – Maja Lah
Head of Innovation Center & Executive Coordinating Director: Moon Gyum Kim
Production Company #1: Stink Films, Berlin
Director: Giordano Maestrelli
Director of Photography: Konrad Losch
Managing Director: Justin Stiebel
Executive Producers: Moritz Merkel & Florian Hülbig
Producer: Melody Micmacher
Editor: Simon Klinkertz
Colour Grading: Joseph Bicknell
Music & Sound Design: Satelite & Studio Funk
Production Company #2: Studio Funk Berlin
Executive Producer: Uta Wittchen
Sound Engineer, Audio & Music: Marius Wiechmann
Media Partner: Havas Italy
Managing Partner: Michele Gentile
OOH Consultant: Piergiorgio Muller
Media Partner: Havas Germany
European Coordination Director: María Casas
Publishing Director: Lena Aust
Planner Publishing: Melissa Schwab
