War is on the rise across the globe, and our reality doesn’t seem much different from when Robert Capa worked as a war photographer. Many countries, cultures, and leaders fight under the same excuses and make the same old mistakes. Responding to that, we had to craft a message that would feel unique, authentic, and powerful enough to ignite change. Something that Capa would promote if he was alive today. Our solution was a print and poster campaign that creates a correlation between past and current wars while showcasing the work of history’s greatest photographer and ultimately promoting a message for peace. The aim is to move our audience with emotionally shocking comparisons and give them a claim to stand behind.

The copy of this campaign has the clear mission of juxtaposing humankind's present and past. More specifically, it develops an unsettling correlation between the conflicts captured by Robert Capa's photographs and the images of ongoing conflicts we see daily on the news and social media. The headlines accomplish that through questions that make the viewer wonder about when and where the photos they see were taken. For example, in the headline "1943 or 19:43?", by adding a colon we're posing a century-long question. On the other hand, the tagline works as a funnel that directs the audience's thoughts to our claim: WAR HAS BEEN CONTEMPORARY FOR TOO LONG.

Impact: with plural media coverage, we spread a message that resonated with a broad and influential audience.

Reach: 174.200 unique viewers

Engagement: 2852 user engagements.

Change in Behavior: We noticed a disruption in the saturated and polarizing coverage of war news with an increase on discussions about solutions for the end of armed conflicts worldwide.

Brand perception: 50% increase in web searches on Robert Capa Contemporary Photography Center.

Achievement against objectives: With the positive response and reinforcement of peace efforts in our audience, the campaign achieved its objective of establishing a strong message that stands for peace.