New campaign, created by Baila, brings names like Mnica Bergamo, Pond and Djamila Ribeiro
Created by Baila Creative Co, the new Folha de S.Paulo campaign features newspaper columnists such as Mnica Bergamo, Antonio Prata, Tati Bernardi, Pond and Djamila Ribeiro under the lens of Bob Wolfenson. ‘Prick the bubble. Subscribe to Folha’ aims to expand the reader base.
The strategy is inspired by social bubbles, groups of people who unite for similar interests, but end up restricting their relationships, access to divergent opinions or external information, which can lead to misinformation and loss of opportunities, among other limitations.
The action seeks a reflection and provocation to broaden the economic, political, social and cultural vision with the reading of Folha de S.Paulo. The entire campaign will be directed to a specific landing page for the subscription with a special value.
Going beyond the static pieces, present in both print and digital media, communication has a 360 character, also being present on TV and radio. The film follows the same creative concept, with bubbles appearing on the screen and protecting messages such as Discrimination, Indifference, Superficiality and Stereotypes.
In the end, the voiceover presents Folha as a powerful instrument to pierce them based on its reports, columns, information, opinions and other content, messages concluded once again with the invitation: ‘Break the bubble. Subscribe to Folha’.
