Each of the three films in the campaign stands as a piece of craft. Their flawless photography makes them both raw and poetic. But what truly sets them apart is the careful attention to detail evident in every aspect, ensuring authenticity in portraying each era and country. From the elaborate work of the art department and the choice of locations to the casting and styling, the extensive research can be seen in every single frame.

With over 80 countries holding elections and an estimated 4 billion voters heading to the polls, 2024 is the biggest electoral year in history - a pivotal moment for democracy worldwide. While some countries may gain more freedom, others face the risk of losing it. As Reporters Without Borders Germany celebrates its 30th year anniversary, we want to remind everyone that the free press is vital to keep democracy and human rights alive. In historical moments like these, it's especially important to keep a close eye on autocrats disguised as democrats, watch out for their pretty words, and trust the free press instead.

In this film we hear the beautiful words that Vladimir Putin gave when he won the presidency in Russia by popular vote in 2000. In contrast, we contemplate the lives of everyday people, while tuning in to the live broadcast via radio or TV. The last scene of the film, focuses on journalists, also paying close attention to the speech. The film ends by revealing the speech giver to the viewer, highlighting the stark contrast between their pretty promises and the ugly realities imposed to the country and the free press, not long after being elected.

Situation: Reporters Without Borders Germany wanted to mark their 30th anniversary with a campaign that celebrates their dedication to holding accountable those who oppose democracy and the free press. In a year when democracy faces its toughest challenge in history, with over half of the world’s population heading to the polls, we joined forces to send a warning: “Trust the free press. Not pretty words.”

Brief: how can we remind people that democracy, in its most challenging year ever, is fragile and cannot be taken for granted?

Objectives:

Create awareness about how the free press is a crucial part of any democracy.

Remind people to not fall for pretty words from politicians.

Gather donations for Reporters Without Borders Germany during its 30th year anniversary.

The cinematography, by Konrad Losch, is especially relevant in the campaign. Through his lens, the visual compositions take us on an emotional journey, with a raw and poetic narrative. Every single frame transports us into the world of the characters, where we have a moment to empathise with each of them.