Campaign is signed by AlmapBBDO
With just over two years in Brazil, CNN presented its new brand positioning: “CNN Brasil, you are inside everything”. The idea is, in addition to reiterating its focus on hard news and daily distribution of information, to consolidate the CNN Soft brand, which brings together programming with varied content.
According to CNN Brasil, the broadcaster currently has two-thirds of its audience coming from digital media. The new positioning wants to show the proximity with the public, protagonist of all the actions of the channel. To mark this new moment, CNN Brasil launches an institutional campaign created by AlmapBBDO.
In a campaign that involves three films, the narrative is built against the background of lines that contrast with the images of the facts. The campaign uses polygraph symbology to reinforce its purpose of impartial and truthful journalism..
The scenes show the equipment that records the unfolding of events in graphic images, always based on journalistic photos that prove what really happened.
The campaign premiered on May 23, at CNN Brasil’s prime time, during CNN’s Jornal da CNN, and continues on the channel’s programming, as well as on the broadcaster’s social networks. In addition, it includes radio spots and developments for OOH, actions for cinema and airports that involve the next two months.
Datasheet
Agency: AlmapBBDO
Advertiser: CNN Brasil
Title: Commitment to the Truth
Product: Institutional
CCO: Luiz Sanchez and Pernil
Creative VP: Marcelo Nogueira
Creative Directors: Iron Brito, Rafael Gil, Rodrigo Almeida
Creation: Rafael Gil, Rodrigo Almeida, Francis Alan, Gustavo Tasseli
Assistance: Renata Carvalho, Viviane Sgarbi, Isabel Gavião and Milena Ferezim
Media: Patricia Gogliara, Adriana Roza, Leonardo Sousa
Planning: João Gabriel, David Gross, Yudi Nakaoka, Thauanne Santana
Illustration: Estudio Black Madre
Illustration: Studio Boreal
Art Buyer: Tereza Setti, Eliane Silva
Audiovisual Production: Diego Villas Bôas
Image producer: The Youth
Director: Good
Director of Photography: Yuri Maranhao
1st Sign Camera: Filipe Parolin de Souza
2nd Sign Camera: Giordano Maestrelli
Still / Logger: Diego Cagnato
Executive Producer: Carol Cherobim
Attendance: Carol Cherobim and Camila Pires
Financial: Iza Lubiazi
Production Director: Ulisses Sant’Anna
Production coordination: Debora Lemes (Derbiz)
Counter: Rodrigo Bernardi
Machine Chief: Flavio Romão dos Santos
Head of Electrical: Ricardo Pirolla
Acknowledgments Set: Duran Sodré
Post-production / VFX: COLOSSAL
Post-production supervision: Diogo Gameiro
Illustrations: Pierre Lapalu
Editor: Maria Luísa Machado
Motion supervision: Rodrigo Stradiotto and Janaina da Veiga
Motion: Arthur Naar
Finisher: Luciana Lima
Composition: Karlos Schirmer and Michel Takahashi
3D: Vinicius Lavor, Eduardo Lunkes and Bruno Cornelsen
Polygraph: Tarciso and Pena
Polygraph Graphic Design: Diego Cagnato
Set Maintenance: Laís Roche
Firefighter: Jennifer Chaves
Cleaning: Ana Paula Pinotti
Camera: Red Mamut
Equipment: Infracine
Producer: Raw Audio
Musical Production: Fernando Forni, Ricardo Pinda and Rogerinho Pereira
Musical Direction: Hilton Raw
Sound Design and Mixing: Enrico Maccio and Philip Braunstein
Customer service: Carol Peternelli
Coordinator: Robério Barbosa
Approval: Renata Afonso, Virgilio Abranches, Frank Alcântara, Thiciana Simão and João Koepke
