Metro

Metro wanted to position itself as the perfect newspaper for younger audience. News were shorter, agile and easier to read, and it was free. It had many attributes but there was a big challenge. This younger segment did not read traditional printed newspaper.

We developed a campaign that highlighted the many changes this generation has done. Art is not constraint to a museum, urban art has changed that, café con leche nowadays is an experience, baristas changed that, the bicycle has made a comeback to a generation that embraces a greener lifestyle. Thus, it became natural to say that life had changed, so their way of reading the news should change as well to a shorter and agile newspaper rather than their parents newspaper.

Print / Master Graphic for Social Media