Changing Your Perspective
By Y&R, Prague, Czech Republic
For Reporter Magazine
Winner in category Advertising
In subcategory Print
Project Description
Czechia is a country where a lot of the biggest media are owned by a single oligarch. This led to huge amounts of journalists leaving these media and establishing new ones. Reporter Magazine was one of them. It was built around high quality investigative journalism, that isn’t afraid of controversy and praises objective truth. The magazine’s main focus are issues in politics and society. That is why we showed the magazine’s role as one that puts news into perspective and indulges critical thinking in its readers. For that we chose three key stories from last year’s issues and created print ads in selected newspapers and magazines such as magazine Echo or Naše Praha magazine.
Agency Solution
The best way to show the readers of other magazines, that Reporter is the one with the quality of investigative journalism high enough to change your perspective, was to create prints that showed both a fresh topic and the moment when the perspective changes.
The most challenging aspect of the whole project was the execution itself. We wanted to achieve a very particular look that was supposed to delicately balance between illustration and photography. We wanted to capture reality with a surreal touch. A big challenge was also the shoot itself, that required perfect control. Lots of care in retouching was also necessary.
The most challenging aspect of the whole project was the execution itself. We wanted to achieve a very particular look that was supposed to delicately balance between illustration and photography. We wanted to capture reality with a surreal touch. A big challenge was also the shoot itself, that required perfect control. Lots of care in retouching was also necessary.