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Responses by Joanna Monteiro, chief creative officer, FCB Brazil

Background: Brazilian daily newspaper Estadão’s new web portal highlights recent news and delivers new updates to its readers every minute. As news from anywhere around the world can change at any time, the purpose of the print ads is to show how Estadão’s new online portal is connected to those changes. Our target audience is wide; we aim to speak to those who already consume online news, as well as invite the subscribers that purchase the print newspaper to discover this new platform.

Reasoning: We searched for real examples of worldwide news that quickly changed—events that only an online portal that constantly update can cover. It is a way to show the real benefit of the new Estadão online portal to our clients.

Challenges: Finding events that were relevant to compose these print ads, as well as showcasing the advantages of consuming news through Estadão’s new portal.

Favorite details: The way the well-known news examples interact with the concept of the print ads. We searched for renowned examples so that readers could have a fundamental role in understanding each print ad and the message as a whole.

Visual influences: We tried to bring the visual concept of the project closer to Estadão’s online portal style, making readers get in touch with the structures that she or he will find there. Specific demands: Because we had to find events that were both relevant and global, the search for these examples made this project even more challenging.

fcbbrasil.com.br

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