The same all-Brazilian creative and production teams behind the insanity of the Doritos’ Wasabi spot, reunite around The Youth director Henrique Bueno for this dead-serious take on truth in journalism for CNN.

Marco Giannelli (Pernil), CCO of AlmapBBDO in São Paulo: “No topic in journalism has been talked about as much in recent years as ‘fake news’. And, in this scenario, creating a different way of running a campaign is essential. That’s why I like this idea of ​​using a polygraph to portray the truth and CNN Brasil’s commitment to the truth.”

“The launch film has the War in Ukraine as its plot and reproduces phrases in Russian, said by President Vladimir Putin, such as: “We do not intend to invade Ukraine”.

“During the reproduction of the statements, scenes record the polygraph in frequent and non-linear strong movements, transforming scribbles into images of articles published by CNN Brasil.”
 

 
Client: CNN Brasil

Agency: AlmapBBDO
CCO: Luiz Sanchez, Marco Giannelli (Pernil)
Creative VP: Marcelo Nogueira
Creative Directors: Iron Brito, Rafael Gil, Rodrigo Almeida
Creation: Rafael Gil, Rodrigo Almeida, Francis Alan, Gustavo Tasseli

Production: The Youth
Director: Bueno
DOP: Yuri Maranhao

Post/VFX: Colossal
Post supervision: Diogo Gameiro
Illustrations: Pierre Lapalu
Editor: Maria Luísa Machado
Motion supervision: Rodrigo Stradiotto, Janaina da Veiga
Motion: Arthur Naar
Finisher: Luciana Lima
Composition: Karlos Schirmer, Michel Takahashi
3D: Vinicius Lavor, Eduardo Lunkes, Bruno Cornelsen
Polygraph: Tarciso, Pena
Polygraph Graphic Design: Diego Cagnato

Illustration: Estudio Black Madre, Studio Boreal

Audio: Raw Audio
Music: Fernando Forni, Ricardo Pinda, Rogerinho Pereira
Musical Direction: Hilton Raw
Sound Design and Mixing: Enrico Maccio, Philip Braunstein
Customer service: Carol Peternelli
Coordinator: Robério Barbosa