A NEW OPPORTUNITY FOR NEWSSTANDS TO REINVENT THEIR BUSINESS
Brazil lost 20% of its newsstands in the last 5 years due to a 50% drop in print sales. During the COVID-19 pandemic, Santander helped over 300 newsstand owners renovate and diversify their businesses, adding services like banking, flower shops, and nail salons, as well as transforming them into OOH media spots to generate new revenue and keep them open.
The renovation was fully funded by Santander. A fresh start for newsstands and their families.
We launched the project with a major TV, digital, and newspaper campaign.
To highlight the newsstand problem, we made a documentary in partnership with Discovery Channel.
Content pills spread across the channel's programming promoted the documentary's premiere.
The 47-minute documentary was featured as part of the Discovery Channel's programming.
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Cannes 2021 - Silver Lion Innovation in Outdoor
Cannes 2021 - Silver Lion Use of Ambient Media
Cannes 2022 - Bronze Lion Creative Commerce
Cannes 2022 - Shortlist Creative B2B
Effie Awards Brasil 2021 - Grand Effie
Effie Awards Brasil 2021 - Gold (financial services)
Effie Awards Brasil 2021 - Gold (Innovation in media)
Effie Awards Brasil 2021 - Silver (Critical Pivot / Crisis Response)
Effie Awards Brasil 2021 - Bronze (Innovative marketing solution)
Effie Awards Latam 2021 - Gold (Best media idea)
Effie Awards Latam 2021 - Silver (Innovative marketing solution)
Brazilian Creative Annual 2021 - GP (Black Star)
Brazilian Creative Annual 2021 - Gold
Brazilian Creative Annual 2021 - Bronze
Brazilian Creative Annual 2021 - In book
One Show 2022 - Merit
My role:
Creative Director
Creative team SUNO + VML/Y&R:
Rafael Pitanguy - CCO VMLY&R
Benjamin Yung Jr - CCO SUNO
Beto Rogoski - Creative Director VMLY&R
Celso Alfieri - Creative Director VMLY&R
Rodrigo Senra - Creative Director SUNO
Daniel Poletto - Creative Director SUNO
André Teixeira - Art Director VMLY&R
Daniel Achucarro - Art Director VMLY&R
Thiago Ribeiro - Art Director SUNO
Vitor Bomfim - Art Director SUNO
William Viscaino - Copywriter VMLY&R
Henrique Guimarães - Copywriter SUNO