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Media Company Advertising Campaign. Erika Saca. Ogilvy

El Diario de Hoy

Our paper’s here to build a better country

El Diario de Hoy, El Salvador’s bestselling newspaper, was looking to reinforce its positioning as the newspaper that reports in an unfettered, socially conscious manner. They wanted their philosophy, that good journalism helps build a better country, to be expressed in their brand communication. 

 

What’s a newspaper’s role in society?

The tagline, “Nuestro papel es hacer país,” roughly translates into “Our role is to build a better country.” Additionally, in Spanish, “papel” has a double meaning; it means “role” as well as “paper.” We used this to our advantage, and further reinforced the message with contrasting imagery.

It should be more than just a piece of paper.

We showed what El Diario was not, through scenes in which newspaper pages were used for alternative purposes such as cleaning up a dog’s mess or protecting the floor from fresh paint. The copy was a critique of the bias, political compromise, and superficial reporting of other papers. The payoff expressed what El Diario is, its purpose and philosophy. 

What’s a newspaper’s role in society?

 

El Diario de Hoy

Our paper’s not here to clean up anyone’s mess. We’re here to point it out, whether they like it or not. 

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 Our paper's not here to cover anyone. We're here to soak you in the facts.

Our paper's not here to cover anyone. We're here to soak you in the facts.

 Our paper's not here to cover up the facts. We're here to expose the truth.

Our paper's not here to cover up the facts. We're here to expose the truth.