No Apto
Strategy, Brand Identity, Naming, Concept, Copywriting,
Creative Direction.
Creative Direction.
What happens when a media outlet makes its readers uncomfortable?
Social media algorithms make it easier for people to surround themselves with information that confirms what they already believe. So we created a media outlet designed to make people read what they don’t want to hear.
How do you get people to engage with what they don’t want to hear?
First, we created a friendly brand that broke away from the usual communication codes of the category.
Second, we created a concept that allowed us to communicate through actions. And third, we focused the content on questioning the reader.
Social media algorithms make it easier for people to surround themselves with information that confirms what they already believe. So we created a media outlet designed to make people read what they don’t want to hear.
How do you get people to engage with what they don’t want to hear?
First, we created a friendly brand that broke away from the usual communication codes of the category.
Second, we created a concept that allowed us to communicate through actions. And third, we focused the content on questioning the reader.
In Colombia, there’s a saying that you shouldn’t talk about politics at the dinner table. We believe that might be part of why political conversations so rarely happen where they matter most. So, during election season, we created a board game to bring politics to the dinner table.
It became so useful that candidates themselves ended up using it to shake up the traditional political debate format.
