Now journalists don't need to risk their lives collecting photographs in war zones, the Army's already done everything for them! In today's world conflicts, the military prevents journalists from reporting from combat zones and controls all information released to them. To denounche this military control they created the "War Reporter 3D", a toy camera with idealized military pictures inside. On May 3rd - World Press Freedom Day - 300 journalists receive a "War Reporter 3D" package to generate PR fallouts in the media (press columns, TV shows, radio). On the same day RSF Secretary General interviewed on Frensh TV uses the "War Reporter 3D" as a trick to focus attention on the issue.
Agency: Saatchi & Saatchi Paris, France.