MINERS by J. Walter Thompson Santiago for La Tercera

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MINERS

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Industry Publishing, streaming & media, Environmental & Animal Issues
Media Print, Magazine & Newspaper
Market Chile
Agency J. Walter Thompson Santiago
Executive Creative Director Leo Farfan
Creative Director Pablo Herrera
Art Director Cesar Ramirez - Tom Tondreau - Pablo Herrera
Released September 2011

Credits & Description

Category: Publications & Media
Advertiser: EMPRESA PERIODISTICA LA TERCERA
Product/Service: RECYCLING
Agency: JWT CHILE
Chief Creative Officer: Leo Farfan
Executive Creative Director: Leo Farfan
Creative Director: Pablo Herrera
Copywriter: Cesar Ramirez - Tom Tondreau - Pablo Herrera
Art Director: Cesar Ramirez

English Translation of Main Headlines
Idea: With the same words of a bad news (left column) we made a good one (right column). The original news were published in the newspaper in the date indicated on the print.

Brief: La Tercera, the top Chilean newspaper, ask us to generate a campaign that encourage people to recycle.

With the same words - Miners

Main Headlines

Left column Headline: The 33 miners rescue was cancelled because of new collapsing problems

Right column Headline: The 33 miners rescue works!

Recycling has the power to turn a disturbing news into a touching one.