CNN Brasil Reinforces its Commitment to the Truth on Two Year Anniversary

With more than 40 years of sharing the news with the world, CNN was the first channel to offer 24h news on the TV and in Brazil, the channel is celebrating two years anniversary of informing all the Brazilian people with not a single line beyond the truth, as they present themselves.

To celebrate this part of the history and introduce a new phase to the public, Black Madre was invited by Almap BBDO, to create and develop a campaign that shows the idealism that moves the channel, a journalism that brings the truth to the light. Using the polygraph symbology, the team built a campaign that translates the meaning of a impartial journalism, where the only commitment is with the truth.

The first video was made based on the Ukraine conflict, and shows the divergence between the speech and the facts. While Vladimir Putin denies the war, saying phrases like “We do not intend to invade Ukraine '', the polygraph starts to work, with no linear lines, showing what really happened, proved by journalistic facts.

During the process, Black Madre’s artists tried to design the illustrations as the polygraph was doing that, for this they built a little system where the pencil was tied in a rope that limited the movements. “We wanted to do something very close to the real machine, so that’s the way we found it. It was very hard in the beginning, but we got it, works” declared Andre Maciel, founder and creative director of Black Madre.

With only a couple of months on the air, the campaign has already got a bronze in the Cannes Lions International Festival of Creativity 2022 in the category Craft - Design.