Milenio

For this Milenio Diario campaign, we built the creative strategy around a very simple, yet highly relevant insight for a news publication: "Hay algo peor que no estar informado: pensar que sí lo estás" (There is something worse than not being informed: thinking that you are).

To bring this to life, we used timely pop culture and sports references to show the danger of "fake news" or being confidently incorrect. In this execution, released right when Mexican football star Javier "Chicharito" Hernández was making massive global headlines for signing with Real Madrid, we quirkily depicted him proudly holding up the jersey of their fiercest rival, FC Barcelona. It served as a stark, humorous reminder to always verify your sources.