The Newspaper Camera - Metro | Clapboard Ad Archive

The Newspaper Camera campaign by Metro, crafted by Artplan for the media category in Brazil in 2018, redefines the relationship between print media and creative expression by transforming a Metro Newspaper book jacket into a functional Pinhole camera, inviting both professional photographers and amateurs to engage directly with the act of photography without relying on digital devices. This idea is grounded in the democratization of image-making, promoting the Metro Photo Challenge by showing that anyone can capture compelling photographs using the very newspaper they read, thereby positioning Metro not just as a source of news but as an enabler of creativity and participation. The campaign’s narrative unfolds through two films distributed on Metro’s social media channels—one documenting a professional photographer and a novice constructing and using the Pinhole camera to capture striking images, the other offering a step-by-step tutorial to empower viewers to create their own cameras from the newspaper. This approach situates the product at the core of the story, fulfilling the criteria for what Clapboard’s taxonomy classifies as FORMAT#5—Exemplary Story, where the product plays a vital role in the plot or resolution. The campaign’s physical presence in São Paulo through a book jacket advertisement, combined with its expansive reach across Metro’s distribution network spanning 21 countries and an audience exceeding 16 million, amplifies its impact by fostering a sense of inclusivity and hands-on creativity in a medium often perceived as outdated in the digital age. By leveraging the tactile qualities of print to forge an interactive experience, Artplan and Metro challenge conventional perceptions of newspapers and photography, creating a compelling call to action that bridges analog craftsmanship with modern contest participation. Clapboard rates this campaign 62/100. This campaign matters to the industry because it illustrates how traditional media can innovate engagement by integrating product functionality into storytelling, thereby revitalizing print’s relevance in a digital-first world.