Strategy
Objective
The aim of the campaign was to burnish the brand's image and strengthen the connection between El País and Spanish society.
In addition, the advertiser wished to showcase its social engagement as an independent medium committed to serving as an instrument fostering thinking, providing quality information, and contributing to a well-informed society with a capacity for decision-making and critical analysis of current affairs.
Target Audience
The core target of this campaign was El País's loyal readers, men and women ages 35 to 65. We wanted them to see their selection of this newspaper as a source of information...