Responses by BETC
Background: In honor of World Press Day, the purpose of this 55-second spot “#FightFakeNews” for broadcast media nonprofit Reporters Sans Frontières (Reporters Without Borders) was to get people to realize that fake news is far from being fun or harmless. This phenomenon can have dire consequences over all of our lives, no matter what our political opinions and nationalities are.
Reasoning: By establishing a parallel between the victims and the corrupt benefactors of forged objects, we wanted to demonstrate that fake news are first and foremost created by heinous groups with a very precise agenda. Fake is never fun and always has a sinister purpose.
Challenges: To create a spot that would have an impact on people and invite them to share the spot with others—with no production budget. Thanks to the talents of the director, the teams and the overall motivation of the agency, the budget didn’t end up being a handicap to make a great campaign.
Favorite details: The quality of directing, which was inspired by journalistic documentaries and the music.
Visual influences: The opening credits for David Fincher’s web television drama Mind Hunter with its the flash inserts and the distant memory of the opening credits in journalistic documentaries.
Time constraints: With more time (and money), we would have loved to launch the films in schools and high schools to educate children and to launch real debates in democratic countries. We are still pushing for it, as the fight is not over yet.