EL PAÍS
campaign / advertising / out of home / digital product / art direction / academic projectEL PAÍSKeep reading
We share the headline. What happened is underneath.
EL PAÍS turns 50. 59% of links shared on social media are never opened. The campaign shows real headlines and, right below them, what they leave out.
None of the campaign’s headlines are false: they all come from official INE and CIS data. But they all fall short. On top, the figure as it circulates, in capitals and colour. Below, the story, in serif on paper, with its source.
The idea runs through every touchpoint: five street panels and a monolith in Puerta del Sol that show the headline for five seconds before the story, stories that arrive half-told, a prompt in the app before sharing, and a website that knows which headline you came from.
- Sector
- Media
- Year
- 2026
- My role
- Concept, art direction, copy and design
- Deliverables
- Creative concept
- Copywriting
- Out of home
- Social media
- App
- Web
Insight
We don’t share what the news story says. We share what we understood from the headline.
Tension
We want to share what we think, but we often do it before reading the full story.
Idea
Keep reading. The whole story, before you share.
Out of homeFive real headlines in Puerta del Sol. None of them is false. All of them fall short.
StoriesFirst the headline. One tap later, the story.
AppBefore you share, the app tells you how much you have actually read.
WebAnyone arriving from a shared headline knows where they came from and what they still have to read.
Images made with the help of AI (Magnific).
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