We received a simple but challenging brief to position El Cronista as the number one source for economic and financial news in Argentina, a creative challenge that would inform all viewers to follow and discover an effective and dynamic newspaper.
A clear, attractive and firm message was our main concept to build a communication piece that would involve the reader with the brand. With this message we wanted to show the expressions on the faces of the bills that are involved in every Argentine's life. The Dollar, the Argentine Peso and the Brazilian Real are the protagonists of our smart message.
The dollar is the most important influence on the Argentine economy, due to the high inflation, the local currency loses its value in relation to the dollar and the financial market must increase the prices of all products and services that are acquired every day.
The Real, on the other hand, is a currency that is in constant use due to its proximity to the country and the flow of Brazilian tourists.
An original campaign that generated impact by using an everyday topic, and to transform and connect with all followers, readers and people seeking information about the current economy of the country.