You scan a QR code in a magazine ad, then hold your iPhone over a leader’s mouth. The mouth starts talking. But it is not the leader’s voice. It is a journalist explaining what censorship looks like in that country.
Print ads are hitting above their weight lately. Recently, you could test-drive a Volkswagen right inside a print ad, thanks to a special app. Now, QR codes are used to get dictators talking in a set of print ads created by Publicis Brussels for the free-press advocacy group Reporters Without Borders (RWB).
In the ads for RWB you scan the QR code with your iPhone and then place the phone over the leader’s mouth. The mouth starts talking, but it turns out to be the voice of a journalist discussing media censorship in that particular country.
Currently there are Gaddafi, Ahmadinejad and Putin versions.
In public-interest and advocacy communication, this kind of print-to-phone interaction works because it turns a static message into a lived moment of contradiction. The “authoritarian voice” is visually present, but the truth comes from someone who is usually silenced.
How the ad “speaks”
The mechanism is a simple overlay. The printed QR code launches a mobile experience, and the phone screen becomes the animated mouth layer when you align it with the face in the ad.
Definition-tightening: QR codes, short for Quick Response codes, act as a bridge from paper to a mobile destination. The ad uses that bridge to deliver audio and motion, without needing the page itself to be electronic.
Why this lands harder than a normal poster
The interaction forces you to participate in the message. You physically place your device over the mouth, so you are complicit in “giving a voice”. Then the reveal flips expectations and reframes the act as a statement about censorship.
What to steal for interactive print
- Make the overlay do meaning work. The phone is not a gimmick. It is the message delivery device.
- Engineer a single, clear reveal. The twist needs to land in seconds.
- Design for alignment and clarity. If the user cannot line it up easily, they quit.
- Keep the outcome unmistakable. Audio plus a visible mouth movement makes the payoff obvious.
A few fast answers before you act
What is the core idea of these Reporters Without Borders print ads?
They use a QR code and a phone overlay to make a leader’s mouth appear to speak, then reveal a journalist’s voice explaining censorship in that country.
Why use QR codes in a print campaign like this?
QR codes create a fast bridge from paper to mobile audio and motion, which lets print deliver a message that feels alive rather than static.
What makes this more than a tech trick?
The interaction supports the meaning. You “activate” speech, then hear the voice of journalism instead of power, which reinforces the theme of suppressed information.
What are the main execution risks?
Poor alignment, slow loading, or unclear instructions. Any friction can break the moment before the reveal lands.
How can brands apply the pattern without copying the politics?
Use print as the stage and mobile as the moving layer. Make the overlay essential to the message, and build toward one clean, immediate reveal.