In Brief

For three months, photojournalists at a Sao Paulo newspaper tried out a new gadget

Smartphone companies and newspapers traditionally do not partner with each other, but it might be time for them to start. Motorola and Brazilian Daily Estadao Cover News teamed up to execute a special project that they call the Hello News Project. All of the photographs and videos on Brazilian Daily Estadao Cover News’ website and newspaper were shot by photographers on a Motorola cellphone for three months. The Hello News Project aimed to make it more convenient for staff to take photos and for readers to see the high quality of photos that the new Moto Z phone offers. Beginning after last year’s Cannes Lions International Festival of Creativity, the project stemmed from Motorola’s interest in trying out branded content.

Staff photographers were given the phone along with an attachable Hasselblad True Zoom lens with the best pictures being featured in advertorials and in a photo exhibition in Sao Paulo. The campaign has already won an award and was screened at Cannes this year.

Creating branded content through an organic process is difficult to pull off. Its overtness can have an adverse effect but when done successfully like this campaign, it has the potential to reach a wider audience and win over consumers.

Brazilian Daily Estadao Cover News  | Motorola

Smartphone companies and newspapers traditionally do not partner with each other, but it might be time for them to start. Motorola and Brazilian Daily Estadao Cover News teamed up to execute a special project that they call the Hello News Project. All of the photographs and videos on Brazilian Daily Estadao Cover News’ website and newspaper were shot by photographers on a Motorola cellphone for three months. The Hello News Project aimed to make it more convenient for staff to take photos and for readers to see the high quality of photos that the new Moto Z phone offers. Beginning after last year’s Cannes Lions International Festival of Creativity, the project stemmed from Motorola’s interest in trying out branded content.