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
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.
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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