Reporters Without Borders Outdoor NEWSPAPER STICKS by Leo Burnett Frankfurt

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Industry Public awareness
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Germany
Agency Leo Burnett Frankfurt
Art Director Hans-Juergen Kaemmerer, Hugo Moura
Copywriter Benjamin Merkel
Producer Netti Weber
Photographer Dieter Roosen
Released February 2013


MIAF Awards 2014
Media projects Best usage of non-standard advertising (new media) Bronze

Credits & Description

Category: Bars, Restaurants & Stores, etc.
Advertising campaign: NEWSPAPER STICKS
Photographer: Dieter Roosen
Creative Director: Hans-Juergen Kaemmerer
Art Director: Hugo Moura
Account Manager: Katrin Kester
Producer: Netti Weber
Chief Creative Officer: Andreas Pauli
Art Buyer: Cornelia Richter
Copywriter: Benjamin Merkel
Art Director: Hans-Juergen Kaemmerer

Ambient Execution Description
Being able to sit in a café and read news hot off the press from all over the world isn’t something that just happens of its own accord. In many countries, journalists risk torture and oppression for the sake of the truth. We were tasked with spreading this urgent message on behalf of “Reporters Without Borders” and gaining new backers for the human rights organisation. We placed our call for freedom of the press in precisely those places people use to read their daily newspapers: in cafés, pubs, bars and libraries. We thus targeted over 200 newspaper sticks, in which we didn’t just insert the day’s newspaper, but also a transparent cover over the title page showing pictures of journalists holding their arms in the air, as if being held captive by the newspaper stick. The torture scenes which followed dramatically showed how dangerous the work of reporters still is in many countries on earth, and that free reporting often leads to brutal oppression and torture.In many countries, journalists risk torture and oppression for the sake of the truth. Reporters without borders. Reporters without Borders. For Freedom of Information.