The concept of the campaign was "Folha. Nothing but the truth. "

To translate this insight in a creative and direct form, our media team proposed the placement of a new cover: in 91 years of existence, it was the first time that the newspaper came out with the cover completely blank. Without a word, it was a clear sign of how Folha opposes lies.

The repercussions of the blank cover was immediate. It became the most talked about topic of the day among our target audience. The news spread through Facebook, Twitter, blogs, journalism and advertising sites.

And the end result was this:

- Media costs: $ 0.00

- Production costs: $ 0.00

- Print costs: $ 0.00

- Total aggregated value for the brand: Priceless