A message that talks about problems that concern humankind as a whole needs to be placed where it blends in and becomes an active part of society. Since this work calls for peace, it must be displayed on the streets and plazas; the places where protestors and activists fight for the presence of understanding, empathy, and hope. It’s the most democratic and accessible placement for a campaign. Additionally, the structure of this idea relies heavily on impactful images that are complemented by short and powerful headlines – the essential ingredients for an attention-grabbing outdoor campaign.

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.

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.