Because EXTRA is so connected to its readers, our solution had to involve journalists in some way. With this in mind, we decided to go with an unusual approach: for the first time, all the journalists signed their articles using not only their names, but also the names of their mothers and fathers.

EXTRA is one of Brazil’s largest newspapers and it is known for having a close relationship with its readers.

That’s why it frequently takes advantage of important dates like Mother’s Day and Father´s Day to strengthen this connection.

Commercially speaking, Mother’s Day is one of the most important celebrations in Brazil. So how do you get people’s attention on such a crowded day for advertisers?