Truth Tag by DDB Mexico for Diario La Jornada

Truth Tag

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Industry Newspapers
Media Digital, Interactive & Mobile, Case study
Market Mexico
Agency DDB Mexico
Creative Director Manuel Vega, Rodrigo Zuñiga, Ana Pontes
Art Director Tessa Maldonado, Adriana Laroche
Copywriter Tessa Maldonado, Adriana Laroche
Producer Violeta Lopez, Nadia Gonzalez
Released May 2017

Awards

El Sol Festival (Español) 2017
Digital Innovación Digital Sol De Bronce

Credits & Description

Category: Media
Media: Digital
Brand: La Jornada
Agency: DDB
Geo: MEXICO
Advertising Agency: DDB, Mexico
VP Creative/ Creative Director: Manuel Vega (DDB Mexico)
Art Director/Copywriter: Tessa Maldonado (DDB Mexico)
Art Director/Copywriter: Adriana Laroche (DDB Mexico)
Creative Director: Rodrigo Zuñiga (DDB Mexico)
Creative Director: ANA PONTES (DDB Mexico)
Producer: Nadia Gonzalez (DDB Mexico)
Producer: Violeta Lopez (DDB Mexico)

Brand Strategist/ Coaching: Carlos Cantu (Twitter Mexico)

Director /PR Coordinator: Tai La Bella Damsky (Agencia Damsky)

Developer/Programmer: Yair Bautista (National University of Mexico)
Developer/ Programmer: Amaury Perez (National University of Mexico)

Producer: German Hernandez (CNK Post)
Post Production/ Edition: Luis Carlos Rodriguez (CNK Post)
Production/ Edition: Richie Torres (CNK Post)
Sound Engineer/ Sound Editing: Tony Vijosa (CNK Post)
Published: May 2017

Synopsis:
DDB Mexico presents “Truth Tag” for La Jornada
After a process of change and creative evolution that the agency has had, DDB México presents "Truth Tag", campaign that made for La Jornada (Mexico) and presented as case for Cannes.
Truth Tag, is a Twitter tester who respects the natural use of Twitter, saves the user an eternal search, while helping him exercise his right to be truthfully informed.
The tool was programmed by the Autonomous University of Mexico and its relevance is particularly important because of the context regarding the consumption of information that we live in social networks. His innovation lies in the fact that instead of judging information as false or true - like other efforts - he leverages the reputation of a medium (in this case La Jornada, one of the largest newspapers in Mexico in terms of circulation and trafficking Digital) for the user to use as a reference point. Thus information can be consumed and shared in a more responsible way.