CNN. All sides of the news.

Welcome to Brazil, considered the most polarized country in Latin America today. The last presidential election in 2022 was the closest in Brazil’s history.
On one side a left-wing point of view, on the other side a right-wing point of view, and in the center, a current issue and CNN’s concept.
In a clear and practical way, we show people that CNN is the news channel that addresses both sides, highlighting our concept – All sides of the news – while also publicizing the program
with the highest audience in the country: The Great Debate, which consists of a moderated debate on a single topic between one left-wing guest and one right-wing guest.

We chose places where CNN's audience is on the rise: state capitals.
And we ran the campaign in neighborhoods where there is a clear division between the left and the right wing.
For a week, we aired simultaneously in several heavily polarized neighborhoods.