Responses by Y&R Prague

Background: The purpose of our campaign was to support the image of Reporter magazine as a Czech magazine focusing on the most current issues in politics and society—and covering them with objectivity and courage.

Reasoning: We were inspired by three key subjects from last year’s issues and used them to demonstrate that Reporter magazine’s role is to put any important issue into perspective and help its readers use critical thinking.

Challenges: The execution. We wanted to achieve a very particular look that delicately balances between illustration and photography. We wanted to capture reality with a surreal touch.

Approach: We knew that executing this campaign would be a big challenge requiring precise preparation, great control at the shoot and lots of care in retouching. It took us a couple of months to bring these visuals to life and once again we learned that without our amazing photo producer Tomas Tomasek, we would be lost.

Specific demands: We didn’t want to compromise the quality of the visuals but had to work with a limited budget.

Alternative approach: We wish we had a chance to create more—there were two other ideas that we thought would be great!

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