Creating the New Reporters without Borders Ad

By ScribeLabs in Media.

Reporters Without Borders released a new campaign earlier this week called “Predators of Press Freedom.” The tag line is “Only a free press can hurt them.”

Conceived by Saatchi & Saatchi, ScribeLabs’ Alexandra Lerman was brought on as the project’s filmmaker. Below are her thoughts about the process as originally published on ScribeMedia.org.

When my friends Veronika Georgieva and Stephen J Shanabrook asked me to participate in creating the ad campaign for Reporters without Borders I was really excited because of the noble mission of the organization to advocate freedom of press, something we take for granted in the US. I was also interested how art and advertising can exist side by side.

The idea was to film the process of distorting the photographs of the Iranian leader Mahmoud Ahmadinejad. The concept is based on an earlier work by Veronika and Stephen for which they crumbled magazine pages with photos of models.

Suddenly having world dictators as the subject charged the images with new meaning. In the video the sound of Ahmadinejad is distorted as his photograph gets less and less recognizable. A very simple gesture of folding paper becomes an act of violence.

For the rest of the campaign, the images of Kim Jong Il, Mahmoud Ahmadinejad, and Mouammar Kadhafi are crumbled with tags “Only a free press can hurt them. Support our fight” used.

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