Cannes Lions

EL TIEMPO NEWSPAPER

SANCHO/BBDO, Bogota / EL TIEMPO / 2006

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Overview

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Overview

Description

EL TIEMPO in Colombia is a newspaper positioned as a media focused onpolitics and social themes. However it takes some more topics, and has got sections specialized in sports, health, fashion and more.

Execution

Any sort of remodeling will always create discomfort: construction material that is here and there, workers crossing your path. This is what we have literally made happen throughout the pages of our newspaper. On top of the major headlines and main articles, the reader is inadvertently knocked into a construction worker, who is himself holding a sign which says: “Forgive us for this inconvenience – we are remodeling this page. Coming: February 2.”

Outcome

The El Tiempo Publishing House undertook a telephone survey amongst a representative sample of its subscribers, 80% of whom expressed interest and curiosity about the redesign project after having seen the expectation campaign. This result was amply superior to similar surveys undertaken by the newspaper in previous years.

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2020, EL TIEMPO

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