Title | Commitment to the truth |
Agency | AlmapBBDO |
Campaign | Commitment to the truth |
Advertiser | CNN |
Brand | CNN Brasil |
Date of First Broadcast/Publication | 2022 / 5 |
Business Sector | TV/Radio Programs & Stations |
Philosophy | CNN Brasil, which has just celebrated its two-year anniversary, is rolling out a new brand positioning statement: “CNN Brasil, você por dentro de tudo” (“With CNN Brasil, you’re in the know about everything”), which, in addition to reinforcing the channel’s commitment to hard news and daily information delivery, serves to strengthen the CNN Soft brand, a suite of content that includes travel, cuisine, culture, and art. CNN Brasil, which is present across all platforms, has two-thirds of its audience coming from digital. The new stance reflects its close relationship with that audience, which has a starring role in all of the channel’s initiatives. To mark this new phase, CNN Brasil is launching an institutional campaign by AlmapBBDO. This latest development reflects everything the network has to offer audiences: impartiality, speed, credibility, relevance, depth, diversity, innovation, representation, independence, and purpose. Through rigorous reporting and investigation, it’s able to shed light on multiple angles. “At CNN Brasil, our greatest commitment is to impartial, fact-based content. Facts come first,” says CEO Renata Afonso. Over the course of three films, the campaign presents statements that clash with images of real events, using the image of the polygraph to reinforce its mission to produce even-handed journalism that takes the side of the truth. The scenes portray the machine tracing images of events, based on photojournalism that proves what really happened. The first spot, for example, depicts the war in Ukraine, set against statements in Russian by president Vladimir Putin such as: “We have no plans to invade Ukraine” and “We do not intend to impose anything on anyone by force.” As viewers hear these declarations, they see the arm of the polygraph skidding back and forth, the lines forming images of news coverage produced by CNN Brasil of Russian air strikes on Ukraine. The video concludes: “Not one line beyond the facts.” The campaign premieres on May 23rd, on primetime on CNN Brasil, during the nightly newscast, and will keep on airing on the channel as well as on the network’s social media. It’s complemented by radio spots and a wider roll-out in OOH, movie theaters, and airports over the next two months. |
Media Type | |
Chief Creative Officer | Luiz Sanchez |
Chief Creative Officer | Pernil |
VP of Creative | Marcelo Nogueira |
Creative Director | Iron Brito |
Creative Director | Rafael Gil |
Creative Director | Rodrigo Almeida |
Creative Team | Francis Alan |
Creative Team | Gustavo Tasseli |
Agency Liaison | Renata de Oliveira Carvalho |
Agency Liaison | Viviane Sgarbi |
Agency Liaison | Isabel Gavião |
Agency Liaison | Milena Ferezim |
Media Team | Patrícia Gogliara |
Media Team | Adriana Roza |
Media Team | Leonardo Sousa |
Planning Team | João Gabriel |
Planning Team | David Gross |
Planning Team | Yudi Nakaoka |
Planning Team | Thauanne Santana |
Illustration | Estudio Black Madre |
Illustration | Studio Boreal |
Art Buyer | Tereza Setti |
Art Buyer | Eliane Silva |
Audiovisual Production | Diego Villas Boas |
Image Production | The Youth |
Director | Bueno |
DP | Yuri Maranhão |
1st Assistant Camera | Filipe Parolin de Souza |
2nd Assistant Camera | Giordano Maestrelli |
Still/Logger | Diego Cagnato |
Executive Producer | Carolina Cherobim |
Producer Liaison | Carolina Cherobim |
Producer Liaison | Camila Pires |
Financial Manager | Iza Lubiazi |
Director of Production | Ulisses Sant’Anna |
Production Coordinator | Debora Lemes |
Stagehand | Rodrigo Bernardi |
Grip | Flavio Romão dos Santos |
Gaffer | Ricardo Pirolla |
Special thanks on set | Duran Sodré |
Post Production | Colossale |
Post-production Supervisor | Diogo Gameiro |
Illustrator | Pierre Lapalu |
Editor | Maria Luísa Machado |
Motion Supervision | Rodrigo Stradiotto |
Motion Supervision | Janaina da Veiga |
Motion | Arthur Naar |
Post Production | Luciana Lima |
Compositor | Karlos Schirmer |
Compositor | Michel Takahashi |
3D Artist | Vinicius Lavor |
3D Artist | Eduardo Lunkes |
3D Artist | Bruno Cornelsen |
Polygraph | Tarciso e Pena |
Polygraph Graphic Design | Diego Cagnato |
Set Maintenance | Laís Roche |
EMT | Jennifer Chaves |
Cleaning | Ana Paula Pinotti |
Camera | Red Mamut |
Equipment | Infracine |
Production | Raw Audio |
Music Production | Fernando Forni |
Music Production | Ricardo Pinda |
Music Production | Rogerinho Pereira |
Music Director | Hilton Raw |
Sound Design and Mix | Enrico Maccio |
Sound Design and Mix | Philip Braunstein |
Liaison | Carol Peternelli |
Coordinator | Robério Barbosa |
Approval Client | Renata Afonso |
Approval Client | Virgilio Abranches |
Approval Client | Frank Alcântara |
Approval Client | Thiciana Simão |
Approval Client | João Koepke |