In Brazilian advertising, traditional media, especially TV, are still the most relevant ones. In this scenario, brands like Veja News have been working to stand out, investing and experimenting with new formats and ideas, especially in digital media. The “Distorted Fact” campaign is an example of this initiative, which has been generating great results.

We developed an artistic content: an experiment involving six artists with different techniques. They demonstrated, in an innovative way, that the more intermediaries, the more distorted the facts become. The content was first made into an Internet video, which was advertised and promoted through Veja’s social channels. Simultaneously, we dropped hints about the content on Instagram and Facebook. The video and the posts stirred an intense debate on social networks and spread quickly. The exhibition was opened to the public and taken to several universities in the country, raising the reach of the debate on social media networks.

The campaign had a huge impact on social media networks: it generated thousands of comments, posts, tweets and retweets, in addition to having been featured on several different websites, blogs, magazines and even on TV.

The 10-day exhibition, which was open to the general public and taken to classrooms, was seen by more than 2,000 people, generating thousands of comments on social networks. Another key result for Veja News was that it could verify, through hundreds of messages from students and teachers, the positive impact of the campaign with this audience.

The experiment also turned into a video that started an enthusiastic debate on social media networks.