Pescanova
— NOVA

A fake documentary to get people aware of the fake news problem (and sell shrimp).

In Spain over 86% of people believe in fake news and Pescanova wanted to show consumers that not everything they see is actually real.
So we made a fake documentary about its shrimp catching, showing the world a weird new fishing techique.
Pescanova
2017
DIgital
lola MULLENLOWE




— At the end of the documentary, the viewer was asked if he believed it or not, and could see more crazy fake videos like these:



1 — Formations

2 — Preparation


3 — Ultrasounds

4 — Detection


— And if the viewer stoped believing it at any point he was directed to the final message:









AD: Pedro Sattin
CW: Álvaro Palma, Jose Sancho
CD: Tomás Ostiglia, Pancho Cassis
Agency: LOLA MullenLowe