Captivating Art Project Shows How Misreporting Can Distort the Truth

Brazilian News Agency Veja Commissioned a Circle of Artworks Based on One Famous Photo

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This integrated project from Brazilian news agency Veja highlights the authenticity of its own journalistic sources by using a series of artworks to show how the truth can get distorted by misreporting.

Agency AlmapBBDO set up the project in a Sao Paulo warehouse, commissioning six different types of artists to create an artwork based on a Pulitzer Prize-winning photo taken by journalist Kevin Carter, in Sudan in 1993. The photo depicts a child in a severe state of malnutrition who is being watched by a vulture.

The original photograph was first used as a reference by painter Rien, and the next artist, illustrator Eduardo Nunes, was invited to create a piece inspired by Rien's painting. His illustration served as an inspiration for sculptor Cícero D'Ávila, followed by graffiti artist Giuliano Alemao, woodcut artist Samuel Ornellas and finally photographer Guto Nobrega, completing the circle and returning to the original technique.

As Bruno Prosperi, ECD at AlmapBBDO, explained in a statement: "One by one, each artist's interpretation of what they saw had gradually fled from the concept of the original image. Nobrega's final photograph, for example, represents pure cheerfulness and lightness, which is completely opposite to the human drama displayed in Carter's original image."

The campaign is running in cinemas throughout Brazil as well as online.

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About

Credits
Date
Jun 18, 2015
Agency:
Almap BBDO
Client:
Veja
Co-president of the board:
Marcello Serpa
Chief Creative Officer:
Luiz Sanches
Executive Creative Director:
Bruno Prosperi
Executive Creative Director:
Renato Simões
Creative Director:
Bruno Prosperi
Creative Director:
Andre Gola
Creative Director:
Benjamin Yung Jr.
Creative Director:
Marcelo Nogueira
Creative Director:
Pernil
Copywriter:
Cesar Herszkowicz
Art Director:
Luciano Lincoln
Producer:
Bossa Nova Films
Executive Producer:
Eduardo Tibirica
Producer Designer:
Renata Prado
Producer Account Executive:
Kiska Kaysel
Direction:
Vitor Amati
Photography:
Walter Carvalho
Editor:
Oswaldo Santana
Finish:
Bossa Nova Films
Finisher:
Rosana Felix
Audio Producer:
Satelite Audio
RTVC:
Vera Jacinto
RTVC:
Diego Villas Boas
RTVC:
Adriana Kordon
RTVC:
Fernando Yamanaka
Account Executive:
Fernanda Antonelli
Account Executive:
Mariana Silveira
Account Executive:
Beatriz Almonacid
Planning:
Cintia Goncalves
Media:
Wanderley Jovenazzo
Media:
Denise Lavezzo
Media:
Juliana Monte
Media:
Kaue Cury
Media:
Livia Novaes
Media:
Rogèrio Beraldo
Photography Coordinator:
Teresa Setti
Production Coordinator:
Stephanie Biekarck
Approval:
Rogerio Gabirel Comprido
Approval:
Simone Sousa
Approval:
Icaro de Freitas
Approval:
Rafael Cescon

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