Reporters Without Borders' famous first words

This powerful and cinematic series of short films from Reporters Without Borders, an international non-profit organisation focused on safeguarding the right to freedom of information, urges voters to be wary of disingenuous politicians disguised as democrats. 

Created by Innocean in collaboration with Stink, The First Speech reveals the hopeful and uplifting words of modern politicians who quickly turned against human rights and independent media. An observation that is supported by the campaign's tagline "The loss of freedom is never obvious at first.".

In the three films, directed by Giordano Maestrelli, we hear segments from the very first speeches of Vladimir Putin, Recep Tayyip Erdoğan and Nicolás Maduro when becoming presidents, each filled with pretty promises about safeguarding freedom and democracy. 

With cinematography by Konrad Losch, the visuals portray citizens from these countries tuning into their newly elected leaders through radio or TV, on the day when the speech took place. The films will air in movie theatres in Germany and RSF Germany’s YouTube channel.

The campaign's call-to-action "Trust the Free Press. Not Pretty Words” underscores the urgent need to rely on independent journalism as a weapon against autocratic manipulation and calls on audiences to support press freedom by donating to RSF.

Gabriel Mattar, CCO of Innocean Berlin about the project: “Reporters Without Borders turns 30 years in 2024 and that also culminates with the biggest election year in history. To mark the occasion, we decided to remind everyone that the free press is fundamental to have a democracy with educated voters. Because the loss of freedom is not always obvious at first."

Sylvie Ahrens-Urbanek, Head of Communications at RSF Germany: “During a crucial year for democracy, we wanted to pay tribute to it with a strong message that reflects our commitment to point fingers at those who go against independent journalism and human rights.”

Giordano Maestrelli, Director at Stink Films says: It's not every day that you can direct a campaign that relies on simplicity as its’ more powerful asset, with no trickery, just pure cinematic language. My goal was never just about shining a light into the past, but rewriting both what once was and what it'll be. It’s a seed of doubt and awareness planted into the viewers mind in order to make them evaluate their own realities.