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CNN Brasil Reinforces its Commitment to the Truth on Two Year Anniversary

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To celebrate this part of the history and introduce a new phase to the public, Black Madre was invited by Almap BBDO, to create and develop a campaign that shows the idealism that moves the channel, a journalism that brings the truth to the light

CNN Brasil Reinforces its Commitment to the Truth on Two Year Anniversary
With more than 40 years of sharing the news with the world, CNN was the first channel to offer 24h news on the TV and in Brazil, the channel is celebrating two years anniversary of informing all the Brazilian people with not a single line beyond the truth, as they present themselves.

To celebrate this part of the history and introduce a new phase to the public, Black Madre was invited by Almap BBDO, to create and develop a campaign that shows the idealism that moves the channel, a journalism that brings the truth to the light. Using the polygraph symbology, the team built a campaign that translates the meaning of a impartial journalism, where the only commitment is with the truth.

The first video was made based on the Ukraine conflict, and shows the divergence between the speech and the facts. While Vladimir Putin denies the war, saying phrases like “We do not intend to invade Ukraine '', the polygraph starts to work, with no linear lines, showing what really happened, proved by journalistic facts.

During the process, Black Madre’s artists tried to design the illustrations as the polygraph was doing that, for this they built a little system where the pencil was tied in a rope that limited the movements. “We wanted to do something very close to the real machine, so that’s the way we found it. It was very hard in the beginning, but we got it, works” declared Andre Maciel, founder and creative director of Black Madre.

With only a couple of months on the air, the campaign has already got a bronze in the Cannes Lions International Festival of Creativity 2022 in the category Craft - Design. 

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CNN. Not a single line beyond the truth.
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Text: Fernanda Lemos

Agency: AlmapBBDO

Advertiser: CNN Brasil

Title: Commitment to the Truth

Product: Institutional

CCO: Luiz Sanchez and Pernil

Creative VP: Marcelo Nogueira

Creative Directors: Iron Brito, Rafael Gil, Rodrigo Almeida

Creation: Rafael Gil, Rodrigo Almeida, Francis Alan, Gustavo Tasseli

Illustration Producer: Black Madre

Creative Director: Andre Maciel

Executive Director: Tina Castro

Planning: Leticia Alves and Beatriz Perrote

Account: Fernanda Lemos and Camila Holzmann

Producer: Laryssa Andrade

Illustration Coordinator: Icaro Yuji

Illustrators: Diego Abreu, Pedro Gabriel, Leandro Dexter

Illustration: Studio Boreal

Buyer Art : Tereza Setti , Eliane Silva

Assistance: Renata Carvalho, Viviane Sgarbi, Isabel Gavião and Milena Ferezim

Media: Patricia Gogliara, Adriana Roza, Leonardo Sousa

Planning: João Gabriel, David Gross, Yudi Nakaoka, Thauanne Santana

Audiovisual Production: Diego Villas Bôas

Image producer: The Youth

Director: Bueno

Director of Photography: Yuri Maranhao

1st Sign Camera: Filipe Parolin de Souza

2nd Sign Camera: Giordano Maestrelli

Still/Logger: Diego Cagnato

Executive Producer: Carol Cherobim

Attendance: Carol Cherobim and Camila Pires

Financial: Iza Lubiazi

Production Director: Ulisses Sant'Anna

Production coordination: Debora Lemes (Derbiz)

Stagehand: Rodrigo Bernardi

Machine Chief: Flavio Romão dos Santos

Head of Electrical: Ricardo Pirolla

Acknowledgments Set: Duran Sodré

Post-production / VFX: COLOSSAL

Post-production supervision: Diogo Gameiro

Illustrations: Pierre Lapalu

Editor: Maria Luísa Machado

Motion supervision: Rodrigo Stradiotto and Janaina da Veiga

Motion: Arthur Naar

Finisher: Luciana Lima

Composition: Karlos Schirmer and Michel Takahashi

3D: Vinicius Lavor, Eduardo Lunkes and Bruno Cornelsen

Polygraph: Tarciso and Pena

Polygraph Graphic Design: Diego Cagnato

Set Maintenance: Laís Roche

Firefighter: Jennifer Chaves

Cleaning: Ana Paula Pinotti

Camera: Red Mamut

Equipment: Infracine

Producer: Raw Audio

Musical Production: Fernando Forni, Ricardo Pinda and Rogerinho Pereira

Musical Direction: Hilton Raw

Sound Design and Mixing: Enrico Maccio and Philip Braunstein

Customer service: Carol Peternelli

Coordinator: Robério Barbosa

Approval: Renata Afonso, Virgilio Abranches, Frank Alcântara, Thiciana Simão and João Koepke

Genres: Illustration

Categories: Broadcaster, Media and Entertainment

Black Madre, Tue, 26 Jul 2022 17:22:22 GMT