Who is Who?

Nice and tricky campaign for La Diaria Newspaper in Uruguay. Take a good look... probably you'll see nothing. Ok, try again now going a bit farther, and you might then start seeing something ;-) The campaign is based on a series of four ads that show nothing more than 4 well known portraits (the Pope, Fidel Castro, Condoleezza Rice and Bin Laden). The copy is claiming: "Reality is complex. To understand it, you have to keep some distance. La Diaria. The independent newspaper". I find that line very good! What can be more trustful for a reader than the paper keeping a neutral position. The copy just fits great with the images. I guess this sort of art is not easy to do at all (they really look good in distance... just try seeing it as a thumbnail, or move away a bit from your screen) ;-)

Client: La Diaria Newspaper
Agency: Corporacion JWT, Montevideo
Copywriter: Leandro Gomez / Manuel Amorin
Art Director: Leonardo Varela

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