Media Campaign and 24 hour activation.
Young media planners are not buying newspaper ads anymore, this is under the assumption that newspapers do not matter anymore.
Newsworks created a brief in which we were tasked with finding a solution through copy, we decided that in order to create an impact it would be more effective to not have any copy, in fact, no information at all.
News Blackout is a 24 hour activation in which all the newspapers affiliated with Newsworks would not only censor themselves but all their outlets as well as their ad space. This in turn we hope would catch a lot of people’s attention and generate viral buzzword which in turn would remind everyone of their importance as keepers of freedom of expression.
This concept was made in collaboration with Andrea Molero as part of our Briefpirates initiative.