Russia blocked independent news.
So we hid it in the metadata of photos of Putin.
.PNG Protests
When Russia invaded Ukraine in March 2022, we answered an open brief from Ukrainian creatives: “Hack Russian propaganda. Most Russians don't even know about the war and the gravity of the problem, because of the Russian propaganda machine in mass media. How can we provide them with the unfiltered truth?”
We developed and launched this idea in a matter of days and without any external resources. Hiding independent news in the metadata of photos of Putin as a way to protest Russian censorship. Recipients simply download and right click Get Info, and the full text can be found in the description.
We hoped it might help in some way, but did not have many expectations. A couple days later it became the #1 trending story on Apple News and was shared worldwide. And was even adopted by an NGO for spreading their own messages within Russia.
Global Coverage Included:
Fast Company 🇺🇸 | Wired 🇮🇹 | Investigace 🇨🇿 | Newsbeast 🇬🇷 | Campaign 🇺🇸 | Creative Pool 🇬🇧 | OT 🇬🇷
Hidden Russian-language messages included eyewitness accounts from Bucha, Zelensky’s banned speech, and a Guide to Accessing Information Blocked by Russian Authorities, published by independent Russian news source Meduza.
“One more weapon in the hands
of dissidents.”
— Wired
“We are very grateful to you for the idea, it is really good as a way to circumvent Russian propaganda.”
— Ukranian activist group
“Hitting Putin where it hurts…
his ego.”
— Creative Pool
“I want to say thanks to you and your colleague… Your project is very important.”
— Russian anti-war activist
The images and instructional guide were shared around the world.
We were even contacted by an NGO that is now using this technique to distribute their own messages.
Role: Concept + Execution