Metro newspaper becomes a photografic camera 

The purpose of the action was to communicate the Metro Photo Challenge and the winners of 2017 Metro Newspaper photography contest in Brazil and worldwide, as well as encouraging participation for 2018 edition.

“We started from the concept that in the contest, the world’s most democratic photo shoot, even those who do not have a camera, can use the newspaper to create their own and participate”, says in the press release Zico Farina, Artplan Creative Director.

The communication contemplated a book jacket advertising in São Paulo city. In order to disclose the action, two films were produced: the first one invites a professional photographer and a non-photographer to create a Pinhole and perform the best clicks with the equipment. The results can be checked in Metro Newspaper’s social networks. The second film brings a tutorial on how to set up your own Pinhole.

Metro Newspaper is freely distributed in more than 21 countries, reaching an estimated audience of more than 16 million people.


Agency:  Artplan

Client: Metro Jornal

Movie: Pinhole

Creative Director:  Zico Farina

Creation: Carlos Augusto Asanuma, Caique Nóbrega e Thiago Botini

RTVC: Patricia Oliva, Karoline Justino

Artbuyer and Project Manager: Vivian Tomaz

General Director of Costumer Service: Eduardo Megale

Attendance: Andressa Fernandes, Amanda Alves

Producer: Videocubo

Direction, production and post-production: Diogo Dias de Andrade

Motion design: Luis Henrique Vilani de Oliveira

Director of photography: Anderson Capuano

Art/ PaperCraft: Carol Gonzaga

Client approval: Claudio Bianchini e Paolla Pessil