SME keeps its word
Client: Petit Press
Brief: Respond to a misleading political campaign of the political party SMER
Solution: With their billboards presenting facts beyond their control as the success of their policy, and thus making people believe that they „keep the word“ they gave us before the election, SMER SD party once again provoked reaction among SME Daily journalists. Since the journalists’ daily routine is to reveal lies, and subsequently fight back the Premier’s insults, we continued with the campaign we did after the election – in our banner campaign, we played with HDLs and visual style of Fico’s billboards, and replaced his face with that of Peter Schutz, a journalist who is well-known for not being afraid to reveal lies, and thus really „keep his word“ the daily gives to its readers.