Breaking news become real time ads. So that CNN is already delivering news before it goes live. Ads that feel urgent, with only real footage and no text. Intended to reflect the arrival of CNN's raw reporting.

In November 2021, we launched a countdown to the premier of CNN Portugal. A countdown of international breaking news, processed and edited in minutes.

CNN is known for its dramatic live coverage of breaking news. By using real footage and the breaking news bar, we reflected the urgency and global scale of our brand. With 10-second films that bring news value to the media space.

With the support of CNN's international coverage, we captured relevant images of global live events. From Covid protests to Cop 26 speeches. In minutes, at our own agency, we turned them into ads. And ran them at every touchpoint.

We "ad-delivered" the news to the Portuguese people through 700 positions on generalist TV channels of partners and other broadcast options within the same media corporation, Media Capital. On a digital level, amplified by highly targeted search, the campaign was present on all fronts of the Portuguese digital context. With 3.5 million impressions on social media, 10 million impressions on digital displays and newsletters. A lot for a country with around 10 million inhabitants.

In the days leading up to the launch, what was happening in the real world became the message. Exactly what CNN is about.