EMPTY PAGES by Publicidad Causa for Epensa

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EMPTY PAGES

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Industry Newspapers
Media Print, Magazine & Newspaper
Market Peru
Agency Publicidad Causa
Art Director Rudy Camones
Producer Melissa Becerra, Juan Zevallos
Account Supervisor Lady Mondragon
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Use of Print Gold

Credits & Description

Type of entry: Use of Media
Category: Best Use of Print
Advertiser: EPENSA
Product/Service: EL BOCÓN SPORTS JOURNAL
Agency: PUBLICIDAD CAUSA Lima, PERU
Advertiser EPENSA
Product EL BOCÓN SPORTS JOURNAL
Entrant PUBLICIDAD CAUSA Lima, PERU
Type of Entry: Use of Media
Category: Best Use of Print
Title: EMPTY PAGES
Advertiser/Client: EPENSA
Product/Service: EL BOCÓN SPORTS JOURNAL
Entrant Company: PUBLICIDAD CAUSA Lima, PERU
DM/Advertising Agency: PUBLICIDAD CAUSA Lima, PERU
Media Agency: PHD Lima, PERU

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)



Results


On the day of the activation we were able to sell 150,000 copies. In addition the message reached approximately 1.2 million people.

The goal had nothing to do with money, but more to do with delivering a message and being an agent of change.

On any given day at least 5,000 copies are returned. The entire supply of the Empty Pages edition managed to sell out completely.



Creative Execution


The creative strategic solution was to used El Bocón Sports Journal owned media and eliminate all news stories related to football in order to deliver a strong message.

There was a main channel and that was the Newspaper itself. This generated free impressions in other mediums such as television, print and digital. The absence of football news in a football newspaper is a story in itself.




In an atmosphere of football violence, we set out to deliver a strong message of peace and help make difference.

Football fans, readers and the public in general.

The Peruvian media is well known for its heightened sensationalism when it comes to tragedies. So we decided to do something different and create an impact all in the name of peace.

It was relevant for the client because it permitted El Bocón Sports Journal to step out of the box and generate earned media through its owned media. For a moment the public lived in a world without football, which provided tremendous anti-violence awareness.