Epensa Design & Branding EMPTY PAGES by Publicidad Causa

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Industry Magazines
Media Design & Branding
Market Peru
Agency Publicidad Causa
Art Director Rudy Camones
Producer Melissa Becerra, Juan Zevallos
Account Supervisor Lady Mondragon
Released October 2011

Credits & Description

Category: Publications & Business Communications
Advertiser: EPENSA
Product/Service: EL BOCÓN SPORTS JOURNAL
Agency: PUBLICIDAD CAUSA
Chief Creative Officer: Roberto Benavides (Publicidad Causa)
Chief Creative Officer: Rafael Pastor (Publicidad Causa)
Creative Director/Copywriter: Sergio Franco Tosso (Publicidad Causa)
Creative Director/Art Director: Andres Ocampo (Publicidad Causa)
Art Director: Rudy Camones (Publicidad Causa)
Account Manager: Estela Guiulfo (Publicidad Causa)
Account Supervisor: Lady Mondragon (Publicidad Causa)
Producer: Melissa Becerra (Publicidad Causa)
Producer: Juan Zevallos (Publicidad Causa)
Chief Officer: Vanessa Luna (PHD Causa Media)
Chief Officer: Fernando Florez Estrada (Publicidad Causa)
Chief Officer: Hernán Campos (Publicidad Causa)
Media placement: Newspaper - Newsstands - 13 October 2011

Describe the brief from the client
El Bocón, the leading sports newspaper in Peru, wanted to convey a compelling message against violence in soccer stadiums.
The trigger was a widely publicised episode in which yet another innocent life had been gruesomely claimed; even forcing the government to decree that Championship matches should be closed to the public.
This situation was bad both for soccer itself and for a newspaper whose main source of news was this particular sport. The brief was clear: make people react against violence, get them committed so the government won’t need to further intervene.

Describe the challenges and key objectives
The main challenge was to rise above the clutter of anti-violence messages that were surfacing in every media, with a potent idea that could really push the envelope further.
The objectives were, first, to sensitise the audience, making them aware that violence not only isn’t part of soccer, but it jeopardizes its very existence.
Second, to assume the role of a true leader, not content with just informing about violence, but doing something about it.

Describe how you arrived at the final design
As the government appeared willing to call off the Championship if violence persisted, the resulting idea was: ‘Violence will make soccer disappear’. With that in mind, we designed a sports newspaper without any soccer news –a nearly blank paper (in Peru most of the media sports coverage is about soccer). A most powerful and eloquent way to have our medium be the message.

Give some indication of how successful the outcome was in the market
The design was an immediate success. From the initial impact in newsstands - an almost news-less newspaper rapidly stood out for thousands of passers-by -, to the rebound in other media (even from the competition). The design was highlighted in news and sports programmes on TV and other newspapers. It had hundreds of interactions across social networks and was replicated in nearly 500 web pages and blogs. Approximately 1.2m people saw it only on the first day.
Most importantly, government and soccer authorities agreed to a more constructive way to deal with the problem.