AlmapBBDO created a campaign for CNN Brazil which deploys a polygraph to detect the real, so-called fake news. This first spot in the “Commitment to the truth” campaign centers on 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 Brazil of Russian assaults on Ukraine. The video concludes: “Not one line beyond the facts.”
Marco “Pernil” Giannelli, chief creative officer of AlmapBBDO, said, “The most talked-about topic in journalism today, by a long shot, is ‘fake news.’ And since every media outlet is addressing the issue, any campaign would have to take a fresh approach. That’s why I was such a fan of using a polygraph to depict real events and to show CNN Brazil’s commitment to the truth.”
Credits
Client CNN Brazil Agency AlmapBBDO, Sao Paulo, Brazil Luiz Sanchez, Marco “Pernil” Giannelli, chief creative officers; Marcelo Nogueira, VP of creatives; Iron Brito, creative director; Rafael Gil, Rodrigo Almeida, creative directors/creatives; Francis Alan, Gustavo Tasseli, creatives. Illustration Estudio Black Madre, Studio Boreal Image Production The Youth Bueno, director; Yuri Maranhao, DP; Carol Cherobim, exec producer; Ulisses Sant’Anna, director of production; Debora Lemes (Derbiz), production coordination. Postproduction/VFX COLOSSAL Diogo Gameiro, post production supervisor; Pierre Lapalu, illustrations; Maria Luisa Machado, editor; Rodrigo Stradiotto, Janaina da Veiga, motion supervision; Arthur Naar, motion; Luciana Lima, post; Karlos Schirmer, Michel Takahashi, composition; Vinicius Lavor, Eduardo Lunkes, Bruno Cornelsen, 3D; Tarciso e Pena, polygraph; Diego Cagnato, polygraph graphic design. Audio Raw Audio; Fernando Forni, Ricardo Pinda, Rogerinho Pereira, music production; Hilton Raw, music director; Enrico Maccio, Philip Braunstein, sound design & mix; Roberio Barbosa, coordinator.
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
