This newspaper printed its news like money to make a point about the value of its journalism

Brazil's Folha de Sao Paulo also used the images in an outdoor campaign via agency Africa

Published On
Mar 08, 2021

Editor's Pick

Newspapers around the world have been stepping up their efforts to highlight the value of verified reporting in an era of fake news, from the New York Times' The Truth campaign (which we just explored in a special Ad Age mini-documentary) to the Washington Post's Democracy Dies in Darkness. 

The most recent campaign comes from Brazil, where Latin America's biggest newspaper, Folha de Sao Paulo, is fighting a slew of misinformation from President Bolsonaro's government, on topics from coronavirus to who's responsible for the decimation of Amazon rainforests.

The project from agency Africa is designed to make a point about the value of the paper's journalism. It involved printing a special edition of Folha de Sao Paulo using the same technology used for printing money.  Working with Brazil's mint, the print process followed the all official criteria such as security paper, a watermark with light and dark tones, elements visible to ultra-violet light, fluorescent fibers, exclusive holographs, microlettering, microprints, micro-perforated numbering and tactile printing.

The special ten-page edition has been distributed to selected subscribers since the end of last year, and the imagery has also featured in an outdoor campaign by the newspaper running in bus shelters around Sao Paulo. 

News paper printed with the same process as currency

Detailing different facets of the paper such as texture and serial numbers

Credits

Date
Mar 08, 2021
Client :
Folha de Sao Paulo
Agency :
Africa
Chief Creative Officer :
Sergio Gordilho
Executive Creative Director :
Humberto Fernandez
Executive Creative Director :
Otavio Schiavon
Art Director :
Humberto Fernandez
Art Director :
Sergio Gordilho
Copywriter :
Otavio Schiavon
Copywriter :
Raphael Vandystadt
Copywriter :
Angerson Vieira
Designer :
Humberto Fernandez
Client Services :
Claudia Almeida
Media :
Rodrigo Famelli
Media :
Gabriela Dib
Special Projects Creative Director :
Monique Lopes Lima
Special Projects Creative Director :
Juliana Leite
Special Projects :
Lica de Souza
Special Projects :
Fernando Alonso
Special Projects :
Isabela Levy
Special Projects :
Thays Miranda
Special Projects :
Caio Rodrigues
Special Projects :
Julia Newman
Sustainability & Institutional Relations :
Raphael Vandystadt
Content and Art :
Luiz Felix
Illustration :
Renan Santos
Illustration :
Alexandre Camanho
Agency Producer :
Rodrigo Ferrari
Agency Producer :
Patricia Gaglioni
Agency Producer :
Fernanda Segura
Agency Editor and Motion Designer :
Ricardo Matta
Agency Editor and Motion Designer :
Glauber Tsu
Film Production Company :
Saigon Filmes
Director :
Manu Mazzaro
Executive Producer :
Marcelo Altschuler
Client Services :
Fernanda Gomes
Client Services :
Rafael Costa
Client Services :
Karin Diniz
Production Coordination :
Carol Pessini
Production Coordination :
Luiza Campanelli
Production Coordination :
Natalia Cardoso
Production Coordination :
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
Production :
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
Post Production Coordination :
Malu Leopassi
Colorist :
Osmar Junior
Finalization :
Butterfly
Film Production Company :
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
Executive Director :
Ezany Brandao
Client Services :
Camila Ferraz
Post-production Coordination :
Carlos J. Fernandes
3D :
Joao Paulo
Motion Design :
Fernando Dias
Motion Design :
Eliel Guimaraes
Photographer :
Rodrigo Pirim
Approved by :
Antonio Manuel Teixeira Mendes
Approved by :
Leticia Barbosa de Carvalho

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