The striking contrast of Mexico City by Oscar Ruíz
In order to draw attention to the community development program in low-income areas, the Mexican bank Banamex launched an advertising campaign entitled Erase the Difference ("Delete the Difference"), for which she hired photographer Oscar Ruíz and asked him to capture the very clear and striking gap between the poor and the rich in Mexico City. It took the photographer, who is also a helicopter pilot, two trips over the city, and the images he took are unequivocal .
The countryside, which has four images, highlights cosssy apartments and villas located right next to modest and sometimes very decayed houses belonging to the poorest fringe of the gigantic city of Mexico. On the one hand there are white residential houses with tiles and impeccable green lawns, and on the other a set of sad, grey and old buildings. Sometimes, only a fine and high wall separates the two "worlds". Yet life is quite different on each side.
The photos appear photoshopped, as if two distinct images had been stuck together to create a dramatic effect, but that is not the case. Indeed, the slogan says: “This image has not been changed. It's time to change that. »
“ Nearly 46% of Mexico’s population lives in poverty, and the country has one of the highest rates of income inequality in the world,” writes FastCoExist . In Mexico City, the poorest of the megalopolis of 20 million inhabitants do not have piping, and their homes are subject to flooding wastewater sewers. Although intended to serve as an advertisement for a bank development program, the campaign serves more bad public service advertising.
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