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Creative

Brazilian Newspaper Spotlights Value of Veracity by Printing News the Same Way as Money

Africa launches the idea resulted in an edition printed following all the official money printing criteria such as a security paper watermark with light and dark tones, elements visible to ultra-violet light and more

Brazilian Newspaper Spotlights Value of Veracity by Printing News the Same Way as Money

In a world where untrue information is presented as news, and where these same fake news tend to prevail because they are able to spread 70% faster than real ones – according to a study from the MIT - it is getting increasingly difficult to know what to believe in. That’s why Folha de Sao Paulo, the largest newspaper in Latin America, which was founded in 1921 and that has been working in the search of facts ever since, decided to show how truth has never been worth so much. To take a stand, it created a special edition printed with the same criteria used in printing money. After all, nowadays, real news can be worth as much as a country’s currency.

Conceived by ad agency Africa, the idea resulted in an edition printed following all the official money printing criteria such as a security paper, watermark with light and dark tones, elements visible to ultra-violet light, fluorescent fibers, exclusive holographs, microlettering, microprints, micro-perforated numbering and tactile printing. 

Aiming at bringing Fake News to spotlight, the initiative also seeks to value professional journalism as something more important than ever, and to set true news as the most valuable currency in the world.

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Title: The Most Valuable News

Client: Folha de S.Paulo Newspaper

Product: Institutional

Agency: Africa

Chief Creative Officer: Sergio Gordilho

Executive Creative Director: Humberto Fernandez, Otavio Schiavon

Art Director: Humberto Fernandez, Sergio Gordilho

Copywriter: Otavio Schiavon, Raphael Vandystadt, Angerson Vieira

Designer: Humberto Fernandez

Client Services: Claudia Almeida

Media: Rodrigo Famelli, Gabriela Dib

Special Projects Creative Director: Monique Lopes Lima, Juliana Leite

Special Projects: Lica de Souza, Fernando Alonso, Isabela Levy, Thays Miranda, Caio Rodrigues, Julia Newman

Sustainability & Institutional Relations: Raphael Vandystadt

Content and Art: Luiz Felix

Illustration: Renan Santos, Alexandre Camanho

Agency Producers: Rodrigo Ferrari, Patricia Gaglioni, Fernanda Segura

Agency Editor and Motion Designer: Ricardo Matta, Glauber Tsu

Film Production Company 1: Saigon Filmes

Director: Manu Mazzaro

Executive Producer: Marcelo Altschuler

Client Services: Fernanda Gomes, Rafael Costa, Karin Diniz

Production Coordination: Carol Pessini, Luiza Campanelli, Natalia Cardoso, Giovanna Burzichelli

Assistant Director: Raissa Negromonte

Director of Photography: Luciana Baseggio

Art Director: Carol Ozzi

Object Producer: Isabella Yumi

Production Manager: Murilo Baskerville

Production: Marina Stacciarini, Marina Ricardi

Costume Designer: Bianca Hofling Scorza

Casting Producer: Case Casting

Makeup: Mima Mizukami

Editor: Ivan Kanter

Finisher: Malu Leopassi

Post-production Coordination: Virgini Fares / Malu Leopassi

Colorist: Osmar Junior

Finalization: Butterfly

Film Production Company 2: La Carretera

Direction: Mauricio Guimaraes Pisani

Images: Lucio Telles

Production: Andreia Rodrigues

Color Grading: Bleach

Sound Production Company: Supersonica

Print Company: Primi Tecnologia

Graphic Producer: Jeferson Ferreira

3D Production Company: Boson Post

Director: Eduardo Brandao

Executive Director: Ezany Brandao

Client Services: Camila Ferraz

Post-production Coordination: Carlos J. Fernandes

3D: Joao Paulo

Motion Design: Fernando Dias, Eliel Guimaraes

Photographer: Rodrigo Pirim

Approved by: Antonio Manuel Teixeira Mendes/ Leticia Barbosa de Carvalho