We received a simple yet challenging brief: to position El Cronista as the number one source for economic and financial news in Argentina — a creative challenge aimed at informing viewers and encouraging them to follow and discover a dynamic, effective news outlet.
A clear, compelling, and confident message became our central concept to build a communication piece that would engage readers and connect them with the brand. With this idea, we set out to highlight the expressions on the faces of the bills that play a role in the daily lives of Argentinians. The US Dollar, the Argentine Peso, and the Brazilian Real were the protagonists of our bold and clever message.The Dollar, being the most influential currency in the Argentine economy, reflects the country's economic volatility — where high inflation causes the local currency to lose value, pushing up the prices of goods and services. The Real, meanwhile, is a currency in constant circulation due to Brazil's proximity and the influx of Brazilian tourists.
An original campaign that made an impact by addressing a daily reality — transforming it into a creative concept that resonated with followers, readers, and everyone seeking reliable information about Argentina’s current economic landscape.
