Pick Your News: Paper Prints Customized Front Pages, Courtesy Of Nissan
What news and pictures would you like to see on the front page of your Sunday morning newspaper?
That question was posed to subscribers of O Estado De S. Paulo (The State of Sao Paulo), a daily newspaper published in Brazil, over the course of two Sundays.
Sunday subscribers received a blank front page one week, featuring vacant boxes where headlines, pictures and copy normally appear.
Subscribers were given a task: generate the news and pictures that they themselves would like to see in the paper.
Below the fold was an ad for Nissan, the brand behind this initiative. "Escape the pattern. You, yourself should write the news," began the ad.
Inside the ad, created by Lew´Lara/TBWA, were instructions for readers to create their own front page, which consisted of going online, clicking on a Nissan banner ad, writing headlines, uploading pictures and proofing the finished product before submitting the work.
Imagine the surprise of subscribers the following Sunday when each person that submitted a customized front page received their news and pictures printed on the cover of O Estado De S. Paulo. More than 1,000 personalized front pages were created and distributed; a Nissan ad at the bottom of the front page exclaimed, "we proved that deciding what should be the news is out of the pattern."
A full-page Nissan ad on the next page read, "Now that you've read the news, you have a whole day to buy a new car." Subtle, it's not, but it is a great way to connect readers who are used to getting their news from traditional media with digital options to "escape the pattern."
The sheer volume of customization needed to undertake such a project is also impressive, and not seen often in newspaper campaigns.
Recent Creative Media Blog Articles
-
Fashion, Food And Street-Legal Drugs May 20, 4:06 p.m.
In Amsterdam, a spring fashion lookbook was transformed into an extreme cookbook, full of recipes using ...
-
Car Paint, Heal Thyself May 13, 2:40 p.m.
Nissan has developed self-healing paint, a technology that renders a car scratch-proof. Does this spell the ...
-
Mail A Letter -- It Could Save A Life May 6, 3:24 p.m.
New technology, like social networks, not only reconnects old friends and relatives but sheds light on ...
-
A&W Restaurant's Social Media Moves: Locked Out Of LinkedIn, Rebounds With Vine April 29, 3:43 p.m.
A&W Restaurants is jumping headfirst into social media with the help of its mascot, Rooty The ...
-
A Campaign That Uses Its Noodle, Literally April 22, 4:55 p.m.
Nothing beats indulging in various ethnic cuisines while on vacation but what to do when a ...
-
Look Up: Agency Transforms Water Tower Into Art Projector April 15, 4:39 p.m.
Rusty, the 100-year-old water tower that resides on the roof of Carmichael Lynch in Minneapolis, received ...
-
The Latest Impulse Buy: A Car? April 8, 3:14 p.m.
When I think of impulse buys, I think of the candy section at the grocery store ...
-
Ketchup Art Marks Condiment Brand's 50th Anniversary April 1, 4:37 p.m.
We’ve all heard the term “playing with your food” -- but what about playing with your ...
-
Driving Dogs Continue To Drive Adoptions In New Zealand March 18, 4:33 p.m.
A New Zealand campaign launched in December continues to encourage the practice of adopting shelter dogs. ...
-
Hospital Targets Doctors With DM Poster Of The Hippocratic Oath March 11, 3:59 p.m.
The University of Colorado Hospital and its agency, Cactus, launched a print series three years ago, ...
Be the first to comment on "Pick Your News: Paper Prints Customized Front Pages, Courtesy Of Nissan"
Leave a Comment