The relevancy of this work comes as a primary example of how copywriting can be a powerful tool when building a subtle yet powerful message. Through very simple and direct questions, we underscored unsettling parallels between past and ongoing wars, disrupting any normalization or acceptance towards the recent comeback of global-scale conflicts. The copy only gives the audience the necessary words to understand the correlation and reflect upon the topic, but uses a tagline to guide them to a dire conclusive message: WAR HAS BEEN CONTEMPORARY FOR TOO LONG.

Europe has been the center stage for many of human history's most horrifying and devastating battles. War is a familiar yet haunting concept for anyone who lives in the Old Continent. Now, after the end of 2023, over 180 armed conflicts were registered around the world, the highest number in five decades – placing war as one of the most discussed topics in European society and politics. However, despite the mainstream media efforts to cover these events, a unique and relevant message that demanded change was absent. That’s why the Robert Capa Contemporary Photography Center was bound to do this campaign. With our help, they had the opportunity to create this distinct approach; voicing a message for peace through the work of Robert Capa, a Hungarian who is considered to be the greatest war photographer in history. RCCPC is the only brand that could make this work, not only for paying homage to Capa, but primarily for always platforming artists who use art and photography for positive change.

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.