Due to the unprecedented rise in the number of worldwide conflicts, the Robert Capa Contemporary Photography Center launched "Capa Vs War", a campaign that showcases the similarity of today's state of war to the past. Ahead of Cannes, Ricardo Wolff, Executive Creative Director at INNOCEAN Europe, speaks to AdForum about the agency's push for peace through Capa's war photos from the past.
- Can you give us an overview of the inspiration and key drivers behind the campaign?
Capa wished he would be unemployed as a war photographer before he died. Well, he not only passed away while covering a conflict, but today, 80 years later, the world is witnessing an all-time high in armed conflicts. And that led us to the insight: what if the world's greatest war photographer could campaign for today's peace? After all, war has been contemporary for too long.
- How did you determine which photographs "transcend time" and convey the ongoing nature of conflicts?
War is a horror show, no matter where, no matter when. When diving into Bob's extensive war material, we kept two filters in mind: first, we made sure there were no clear indications of countries' uniforms, or army gear - at least to the untrained eye. The second filter was to avoid iconic shots already engraved in the public's mind, like the D-Day series or The Falling Soldier.
- The Robert Capa Contemporary Photography Center has a rich legacy tied to Capa's work. How does this campaign fit into the broader mission and objectives of the center in promoting photography and social commentary?
The museum is partly dedicated to his legacy (it holds the only permanent Capa exhibition in the world) but just like its name says, it's a contemporary photography center as well. Their mission is to champion current talents through exhibitions, lectures, and workshops. Basically, it's a museum with a foot in the past but also in the present. That's the reason why they're entitled to jump on Zeitgeist topics, such as AI, and make a point. Our previous campaign ,"Capa by AI", states that "Machines don't see the world as humans do.". Or can someone imagine AI covering the D-Day landings?
- The campaign aims to highlight the enduring relevance of Robert Capa's vision for a world without war. How do you believe his ideals resonate with contemporary audiences, particularly in light of the current global geopolitical landscape?
Capa was a pacifist who used photography to expose the barbarity of armed conflicts. By bringing some of his photos back, we're hoping to at least remind people that we should learn from the past, and get over with this crazy business of killing each other.
- Given the recognition the campaign has received in the industry so far, what are your expectations for Cannes this year?
If the ads don't perform well, in all honesty, I'm still damn proud of them. But if they do, it won't be the first time that Capa successfully lands on a French beach.
View the full campaign here.
The campaign has won a Bronze Lion in Print & Publishing