CNN Brasil - "Commitment to the truth"

AlmapBBDO

AlmapBBDO São Paulo, Brasile

3112

Marca: CNN Brasil
Paese: Brasile

Cliente: CNN

Titolo	Commitment to the truth
Agenzia	AlmapBBDO
Campagna	Commitment to the truth
Cliente	CNN
Marca	CNN Brasil
Data di Prima Diffusione/Publicazione	2022 / 5
Settore	TV, Radio
Filosofia	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.
Tipo di Media	Televisione
Lunghezza	64 seconds
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 Produzione	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 Produzione	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