we resurrected Brazil's
most charismatic tabloid
The movie Brazilian Western was about to be released. A film set in the 80’s, with its main themes being corruption, drugs and murder. We needed to generate lots of buzz about it. So rather than promoting it in a conventional way, we did the unthinkable: we resurrected Brazil's most charismatic printed tabloid.
fiction imitates art
that imitates life
Brazilian Western is one of the most celebrated songs of the 80's in Brazil. It is 8 minutes long and has no chorus and that's exactly why it stood out. The movie script is based entirely on the song. Likewise, the news of the Last Edition of Notícias Populares are based on the original lyrics, the movie scenes and Brazil's 80's background.
the goriest newsroom ever
put back together
Former journalists, photographers and the original chief editor watched the movie and worked hard, all night long, to relaunch Notícias Populares (the newspaper that was all about blood and murders) one last time,
on the movie's plot.
the largest
press run
300,000 copies of the Last Edition of Notícias Populares were printed and delivered along Brazil’s biggest newspaper: Folha de S. Paulo. We were aiming for an unusual promotion, but we managed to make the largest press run in the history of the tabloid.
the buzz
Portals spontaneously covered the long-awaited comeback. The call to action “If you don’t share our news your dick will fall off” worked well. Twitter, Facebook and Instagram were flooded with the tabloid’s news.
The campaign ended up generating 1.7 million dollars of free media, out of a low-low-extremely-low-budget. And the public responded.
