WikiTruth
Turning a trusted knowledge system into a channel against propaganda where media trust had collapsed.
The Fresh Problem
Reaching Russian citizens with evidence of the war was not a media-buying problem — every conventional channel was either blocked or distrusted. The friction was new: a population with internet access and no access to a source it believed.
The Move
The pages of bombed Ukrainian cities on Russian-language Wikipedia were edited with real photographs of the destruction, reaching millions of readers inside a system they already treated as neutral.
Why It Worked
When every channel a brief assumes is unavailable, the answer is not a better buy. It is finding the surface the audience already trusts and has not thought to defend.
CCO · Publicis Netherlands · 2022
Work led by Eduardo Marques as Chief Creative Officer or Executive Creative Director over a 31-year career. This is the founder’s body of work, not a ROCKMILK client roster — what carries over is the pattern, and the judgment that found it.