This print campaign, which was awarded a silver at this year's Cannes Lions is one of my most recent favorites. Created by Lowe Cape Town, the campaign uses doctored photographs to prove that "you can't get any closer to the news". It has been dubbed the "selfies" campaign, because of the obvious nature of the photograph - whereby some of history's most famous appear to be taking "self portraits". The ads feature Prince William and the Duchess of Cambridge, Jackie and John F Kennedy, Winston Churchill, Beyers Naude, Desmond Tutu and the iconic Times Square kiss.
People magazine in the US described the campaign as a "new take on iconic photos" and "if history took a selfie".
The agency had this to say about the campaign, "Every journalist knows the key to a great story is getting it, as they say, straight from the horse's mouth. A first hand account. Not from bystanders or passersby, but from the person, or people, who are at the heart of the story. In this way journalists are able to provide much more detailed, in-depth and insightful accounts, which consequently means readers are better informed. every story deserves a first-hand account."
Later on this year, Lowe Cape Town released a radio extension of the 'selfies' campaign. What it aimed to do put the newsmaker at the centre of each story, and had them deliver the report themselves. The two ads below feature Democratic Alliance leader Helen Zille and former ANC Youth League president, Julius Malema.
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