Against a backdrop of an economic crisis and one of values, the mass media is constantly questioned. People demand honesty from them more than ever and to be critical of such reality.
The idea was to use opinion leaders, important figures within Catalan society, such as standard bearers of a new newspaper. Suggesting that it is already time to say what people are asking for so much, to contribute true critical spirit. And in this way, change the image of the newspaper, which is perceived as young, and showing it as something more mature, with more experience and know-how.
We created a graphic and digital campaign in which the main collaborators of the newspaper raise their voice and show themselves for who they are, and say what many does not dares say. We created a digital platform and unified the message with the revindicative hashtag #elmomentesara [the time is now], which invited readers to talk and share their thoughts on what the country is currently going through.
Photography: Marc Mediavilla
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