Especially in times of fake news and populist propaganda, high-quality journalism means asking questions that open new perspectives on world-shaking topics. To show that – even in a modern world that is dominated by digital influences – printed newspapers can still have a view-changing effect, we chose an unusual view on the medium itself.

For each film we stacked folded newspapers with very dominant cover pictures on a single unfolded cover page that showed the lover half of the cover. Looking at the stack from above, you could see the entire picture.

Every film started with a close up on one half of the cover. Background sounds – like voices and the wild sea – generated individual atmospheres for each issue. During the zoom out the cover picture completed and the speaker read out a describing first part of the news special’s title. Then the camera angle changed and the middle part of the picture seemed to grow. During the camera shot, the cover picture got more and more distorted. The results were surreal, exaggerated versions of the original cover pictures that expressed fears and expectations associated with the topic. The speaker addressed these thoughts by completing the title with a question.

During the run of the campaign the retail sales were increased by 8 percent. The number of subscriptions grew 6.8 percent.