Forbes is launching Forbes Brasil, a Portuguese-language edition serving Latin America’s largest economy, on July 31, 2012. The launch is being promoted with “Evolution of the Dollar Bill”, a print advertising campaign centered on the plastic surgery being performed on presidents of the United States. The US Federal reserve, over time, has been modifying the appearance of Benjamin Franklin ($100) Abraham Lincoln ($5) and Andrew Jackson ($20), each time creating a president with less grey hair, fewer wrinkles, and thinner faces. The campaign is tied together with the tag line, “Money makes you look younger”.
The Evolution of the Dollar Bill campaign was developed at Ogilvy Brazil, Sao Paulo, by chief creative officer Anselmo Ramos, executive creative directors Claudio Lima and Fred Saldanha, creative director Andre Kirkelis, art director Guto Kono, copywriter Fabio Seidl, with photography by Keystone Picture Arts, Other Images and Glow Images.