El País is where you are
Using this claim we promoted the different platforms through which El PAIS, the main non sportive Spanish newspaper, addressed it´s readers. The goal was to give a wider product visibility expressing a contemporary and more technological identity.
Considering Calle 13 musical group´s popularity, we dared the users to participate in a video and lyrics contest.
We developed the social media application to upload and promote the contest, following a hardcore esthetic in line with the band´s fans.
Many followed the beat.