The internet can be easily considered a blessing for humanity: And we say this not only because it proved to be very helpful during the pandemic, helping us to “survive” and connect with each other in safe terms, but also because it allows us to keep ourselves in the loop of what’s going on. Ironically, the internet is also a place where some of the information we feed our minds with turns out to be fake. This is one of the many harmful sides of the internet, one that spreads rapidly (70% faster than real ones, according to a study from the MIT) and which makes it difficult for the world to distinguish the truth from a lie.
As a player that has been preaching truth since its inception in 1921, the largest newspaper in Latin America, Folha de São Paulo, reached out to creative agency Africa, asking it to be its partner in the battle against this plague that, sadly, can easily corrupt the human mind. With “The Most Valuable News” campaign, which we are going to focus on during this week’s #ThrowBrandThursday, the newspaper aimed to highlight how much real information is worth in his day and age.
In tackling the spread of the fake news phenomenon, the brand took a different approach, creating a special edition of its newspaper following a design that’s similar to real banknotes, symbolically suggesting to readers the priceless value reliable news carries within its genetics. “After all, nowadays, real news can be worth as much as a country’s currency,” we find out from a statement. A bold affirmation that the brand further supported by actually printing its pages using the same technique people use in printing money.
Collaborating with a former official money designer illustrator, the special issue was brought to life following all the steps required in producing real banknotes — such as security paper, a watermark with light and dark tones, elements visible to UV light, fluorescent fibers, exclusive holographs, microlettering, microprints, micro-perforated numbering, and tactile printing. In short, “Everything was done to guarantee the authenticity and value of each news article.”
With misinformation in the spotlight, Folha de São Paulo’s award-winning campaign was conceived to “set true news as the most valuable currency in the world,” communicating to readers the importance of professional journalism — which needs to be appreciated as an extremely worthy resource now more than ever.
Credits:
Client: Folha de São Paulo
Agency: Africa
Chief Creative Officer: Sergio Gordilho
Executive Creative Director: Humberto Fernandez, Otavio Schiavon
Art Director: Humberto Fernandez, Sergio Gordilho
Copywriter: Otavio Schiavon, Raphael Vandystadt, Angerson Vieira
Designer: Humberto Fernandez
Client Services: Claudia Almeida
Media: Rodrigo Famelli, Gabriela Dib
Special Projects Creative Director: Monique Lopes Lima, Juliana Leite
Special Projects: Lica de Souza, Fernando Alonso, Isabela Levy, Thays Miranda, Caio Rodrigues, Julia Newman
Sustainability & Institutional Relations: Raphael Vandystadt
Content and Art: Luiz Felix
Illustration: Renan Santos, Alexandre Camanho
Agency Producers: Rodrigo Ferrari, Patricia Gaglioni, Fernanda Segura
Agency Editor and Motion Designer: Ricardo Matta, Glauber Tsu
Film Production Company 1: Saigon Filmes
Director: Manu Mazzaro
Executive Producer: Marcelo Altschuler
Client Services: Fernanda Gomes, Rafael Costa, Karin Diniz
Production Coordination: Carol Pessini, Luiza Campanelli, Natalia Cardoso, Giovanna Burzichelli
Assistant Director: Raissa Negromonte
Director of Photography: Luciana Baseggio
Art Director: Carol Ozzi
Object Producer: Isabella Yumi
Production Manager: Murilo Baskerville
Production: Marina Stacciarini, Marina Ricardi
Costume Designer: Bianca Hofling Scorza
Casting Producer: Case Casting
Makeup: Mima Mizukami
Editor: Ivan Kanter
Finisher: Malu Leopassi
Post-production Coordination: Virgini Fares / Malu Leopassi
Colorist: Osmar Junior
Finalization: Butterfly
Film Production Company 2: La Carretera
Direction: Mauricio Guimaraes Pisani
Images: Lucio Telles
Production: Andreia Rodrigues
Color Grading: Bleach
Sound Production Company: Supersonica
Print Company: Primi Tecnologia
Graphic Producer: Jeferson Ferreira
3D Production Company: Boson Post
Director: Eduardo Brandao
Executive Director: Ezany Brandao
Client Services: Camila Ferraz
Post-production Coordination: Carlos J. Fernandes
3D: Joao Paulo
Motion Design: Fernando Dias, Eliel Guimaraes
Photographer: Rodrigo Pirim
Approved by: Antonio Manuel Teixeira Mendes/ Leticia Barbosa de Carvalho