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 CÃcero D'Ãvila, 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.