This Campaign Transforms a Newspaper into an Art Gallery

In an unprecedented alliance with Fundación Itaú and Fundación Texo, Nasta Ogilvy Paraguay and Ogilvy Perú transformed the country's largest circulation newspaper, Última Hora, into a printed art gallery.

“We thought about creating The Art Daily to celebrate Art Month. This is a unique edition in which each news features a Paraguayan art piece in place of traditional journalistic photographs, redefining the printed press's role as a cultural platform with significant impact”, explained Yasu Arakaki, chief creative officer of Ogilvy Perú and Ecuador.

The result was a innovative editorial experience that brought more than 80 modern and contemporary pieces of art to thousands of readers, multiplying the impact of many galleries in a year. In addition, the action was replicated digitally to expand the experience: by scanning each piece that appeared in the newspaper, readers could explore the complete exhibition 'The Journey of the Eye' by Fundación Texo and locate the nearest museum to continue their cultural journey.

“The Art Daily is more than just a campaign; it demonstrates that art can be found in unexpected places and is accessible to everyone. Our challenge was not only to engage with a traditional medium but also to enhance its cultural significance. We achieved an immediate impact on the public, reaching a level that would have been difficult to attain in museums”, added Santiago Morello, executive creative director of Nasta.