Penguin Random House: Mandela

Credits & Description:

Category: Recreation, Leisure
Media: Print
Brand: Penguin Random House
Agency: FCB
Geo: Portugal
Advertising Agency: FCB Lisbon, Portugal
Creative Directors: Edson Athayde, Luis Silva Dias
Art Directors: Eduardo Tavares, Gonçalo Martinho
Copywriter: Viton Araújo
Photographer: Onshot Photography
Additional Credits: Whitelab Creative Image Studio
Published: March 2018
Synopsis:
Nelson by Mandela.
The campaign has been run in print ads which depict Che Guevara on dilapidated Cuban streets and Nelson Mandela in a South African vineyard smiling into the camera of a large phone. The images are intended to pique interest in the history of these iconic figures and illuminate their backgrounds and their ties to meaningful geographical locations. The protagonists have been given a selfie-stick to place a modern twist on the otherwise authentic feeling images. The campaign runs with the message “Get to know more about the life behind familiar faces”.
FCB Lisbon said “Autobiographies are pictures of the soul. An autobiographic book always has a detail, a frame story that only the ones who actually lived it can tell.”