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Client
ARA newspaper
Service

video, Graphic Design, Campaign, Print

On the 28th November 2010, on the same day of the Catalan Parliament’s elections, the first issue of ARA was released.
ARA is a newspaper thought and done in Catalan and with printed editions (between 40,000 and 60,000 newspapers), website and iPad and iPhone applications.
One of its main goals is to be politically transversal and in this way become the newspaper of the 80% of the Catalan parliamentarian arch. For this reason there is a very plural selection of columnists and editors.

ARA responds to a majority of people who want a Catalan newspaper with a fresh and young point of view, and who sees some well-known people amongst its editorial team.

ARA’s social acceptation needed some support with a communication strategy of the brand. We needed to find our own space, a positioning in coherence with the values of the brand. And each advertising piece needed to reflect this. For this reason, the pieces need to be recognised as part of the communication strategy of the newspaper, with similar visual codes, but different amongst them, making them unique and at the same time related to the contents that we wanted to advertise. In other words, the aim was to create and implement a communication strategy.

Beginning
The project began with an initial proposal in the line of communication, with Slow being a member of a team also made up by other external professionals.
After a few scripts and a series of graphic references, we found a common direction so that we could walk together: a communication based on typography on a basis of pure colours, a kinetic typography when we talked about TV (references such as “late chocolate” and “nos quartet”) and the brand closing “ara més” (now more).

Transition
After agreeing on the way to follow, the project begun and slow became the external creative team in charge of the communication strategy of the newspaper. Finally, the new communication strategy was released on January 2011 with the first pieces on the newspaper.
For now, there will be no generic-institutional piece of the newspaper, but we work on pieces to attract subscriptions and on the communication of promotions. These are promotions well thought and chosen, and which demand an intense follow-up and a considerable amount of work due to the volume of adaptations needed.

And afterwards…
Little by little we adapted to the dynamics of the newspaper and communication became more fluid. Graphically there were some changes, such as using textures to make the result richer, or such as using a neater typography without shades in order to avoid possible problems when printing the newspaper.
And in this way we managed to respond to all the promotions communication needs, although these have become more frequent and require more work. For this reason we have started to work with Randi Vergés for the preparation of adaptations and originals.

Where would you like to be in a year’s time?
On the 28th April 2011, ARA newspaper reaches the 150 issues.
150 issues is not even half a year, but with this little time ARA has already achieved some significant achievements. Probably, the most remarkable one is its social success.
This means:
. A pool of loyal and plural customers with a sense of belonging.
. 131,000 readers of the paper edition.
. 17,000 copies on average every day.
. 651,000 users per month of the digital edition.
. Leader newspaper in Catalan on the internet.

Campaign
The above are facts and figures important enough to think about a campaign to spread this success.
ARA has been done amongst all of us and we are proud of being part of it. This pride, in the words of ARA’s president, makes people go around the world saying “I am from ARA”.
Therefore, the campaign had to take into account the:

  • Sense of belonging
  • The plurality of its readers
  • Vitality of the campaign: we are not talking about the classic TV spot, but we are looking for a more authentic format, more of the people.

This is a series of videos which ask an open question to fifty people. The result is a mosaic of answers which, in our case, will configure the portrait of the precise moment: a snapshot of ARA made by ARA people.

Teaser

The campaign of the video begins with a series of teaser pieces which ask the question: “where would you like to be in a year’s time?”. The answer will appear as an audio-visual in a few days.

Time capsule

This audio-visual will be at the arames.cat website. As a second step, there is an idea for this site to become a time capsule in which each year a video will be uploaded with a question and the answers to it. In time, these files will become a document which will show us how people change as the years go by, how answers correspond to different times and customs.

Client
ARA newspaper
Service

video, Graphic Design, Campaign, Print

On the 28th November 2010, on the same day of the Catalan Parliament’s elections, the first issue of ARA was released.
ARA is a newspaper thought and done in Catalan and with printed editions (between 40,000 and 60,000 newspapers), website and iPad and iPhone applications.
One of its main goals is to be politically transversal and in this way become the newspaper of the 80% of the Catalan parliamentarian arch. For this reason there is a very plural selection of columnists and editors.

ARA responds to a majority of people who want a Catalan newspaper with a fresh and young point of view, and who sees some well-known people amongst its editorial team.

ARA’s social acceptation needed some support with a communication strategy of the brand. We needed to find our own space, a positioning in coherence with the values of the brand. And each advertising piece needed to reflect this. For this reason, the pieces need to be recognised as part of the communication strategy of the newspaper, with similar visual codes, but different amongst them, making them unique and at the same time related to the contents that we wanted to advertise. In other words, the aim was to create and implement a communication strategy.

Beginning
The project began with an initial proposal in the line of communication, with Slow being a member of a team also made up by other external professionals.
After a few scripts and a series of graphic references, we found a common direction so that we could walk together: a communication based on typography on a basis of pure colours, a kinetic typography when we talked about TV (references such as “late chocolate” and “nos quartet”) and the brand closing “ara més” (now more).

Transition
After agreeing on the way to follow, the project begun and slow became the external creative team in charge of the communication strategy of the newspaper. Finally, the new communication strategy was released on January 2011 with the first pieces on the newspaper.
For now, there will be no generic-institutional piece of the newspaper, but we work on pieces to attract subscriptions and on the communication of promotions. These are promotions well thought and chosen, and which demand an intense follow-up and a considerable amount of work due to the volume of adaptations needed.

And afterwards…
Little by little we adapted to the dynamics of the newspaper and communication became more fluid. Graphically there were some changes, such as using textures to make the result richer, or such as using a neater typography without shades in order to avoid possible problems when printing the newspaper.
And in this way we managed to respond to all the promotions communication needs, although these have become more frequent and require more work. For this reason we have started to work with Randi Vergés for the preparation of adaptations and originals.

Where would you like to be in a year’s time?
On the 28th April 2011, ARA newspaper reaches the 150 issues.
150 issues is not even half a year, but with this little time ARA has already achieved some significant achievements. Probably, the most remarkable one is its social success.
This means:
. A pool of loyal and plural customers with a sense of belonging.
. 131,000 readers of the paper edition.
. 17,000 copies on average every day.
. 651,000 users per month of the digital edition.
. Leader newspaper in Catalan on the internet.

Campaign
The above are facts and figures important enough to think about a campaign to spread this success.
ARA has been done amongst all of us and we are proud of being part of it. This pride, in the words of ARA’s president, makes people go around the world saying “I am from ARA”.
Therefore, the campaign had to take into account the:

  • Sense of belonging
  • The plurality of its readers
  • Vitality of the campaign: we are not talking about the classic TV spot, but we are looking for a more authentic format, more of the people.

This is a series of videos which ask an open question to fifty people. The result is a mosaic of answers which, in our case, will configure the portrait of the precise moment: a snapshot of ARA made by ARA people.

Teaser

The campaign of the video begins with a series of teaser pieces which ask the question: “where would you like to be in a year’s time?”. The answer will appear as an audio-visual in a few days.

Time capsule

This audio-visual will be at the arames.cat website. As a second step, there is an idea for this site to become a time capsule in which each year a video will be uploaded with a question and the answers to it. In time, these files will become a document which will show us how people change as the years go by, how answers correspond to different times and customs.