senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
Creative in association withGear Seven
Group745

Reporters without Borders Germany Urges Voters to Challenge Autocratic Narratives

22/04/2024
Advertising Agency
Berlin, Germany
684
Share
The campaign was created by Innocean Berlin in collaboration with Stink Films Berlin

On the occasion of its 30th anniversary, Reporters Without Borders Germany (RSF) launches “The First Speech” – a campaign exposing the hopeful, beautiful words used by modern autocrats when becoming presidents, but who quickly turn against human rights and independent journalism. An observation that is supported by the campaign's tagline "The loss of freedom is never obvious at first."

The initiative is strategically launched during a pivotal moment for democracy: 2024 is the biggest electoral year in history, with over 80 countries holding elections and an estimated 4 billion voters heading to the polls.

Created by Innocean Berlin in collaboration with Stink Films Berlin, the campaign includes a series of films, posters, digital out-of-home, and social media.

In the three films, directed by Giordano Maestrelli, we hear segments from the very first 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 utilises 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 about the project, “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 said, “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 said, “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.”

Moritz Merkel, executive producer at Stink Films Berlin said, “As a film producer, there's a profound thrill in steering projects that champion democracy and uphold the sanctity of a free press. Every frame becomes a testament to the power of storytelling in shaping societies and safeguarding our liberties”, 

”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.

Agency / Creative
Production
Post Production / VFX
Music / Sound
SIGN UP FOR OUR NEWSLETTER
Work from INNOCEAN Berlin
CAMDOM
BILLY BOY
19/09/2024
23
0
A Moving Power
KIA
02/07/2024
30
0
Birthday
Hyundai
26/06/2024
17
0
ALL THEIR WORK
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0