In an unusual content partnership between Motorola and leading Sao Paulo daily O Estado de Sao Paulo, all the photographs and videos that appeared in the newspaper and on its website for three months were shot by staff photographers on a cellphone. Smartphone users want high quality pictures, and the idea of "Hello News Project" was to demonstrate the professional quality in daily life offered by the new Moto Z phone.
The project was hatched during a lunch at last year's Cannes Lions International Festival of Creativity when execs from Motorola, Sao Paulo digital agency F.biz, and O Estado de Sao Paulo (often called simply Estadao), talked about the upcoming launch, and Motorola's desire to do branded content. From there F.biz created "Hello News Project," which is called EZtadao in Brazil, combining the Estadao name with that of the Moto Z smartphone.
F.biz said the staff photographers were enthusiastic about working with the Moto Z, equipped with a snap-in Hasselblad True Zoom lens, for three months starting in mid-January. After being used editorially, the best pictures were featured in a series of six advertorials that appeared at 15 day intervals, and in a special photo exhibition in Sao Paulo.
The campaign debuted at the Wave Festival for Latin America in April in Rio de Janeiro, winning the Grand Prix for Branded Content. It's entered at the Cannes festival, where Estadao always has a presence as the official festival rep for Brazil and often enters its own notable campaigns
In April, in a partnership with FCB Brazil called "Invisible Sexism," Estadao highlighted "victim blaming" against women in the country by paining messages of empowerment on fashion show models that only showed up in photos.