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Agencia: Quórum/Nazca S&S
Realizadores: IncaFilms (Claudio Durán)
Audio: Soundarts
Año: 2002
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Cuando Epensa relanza el diario Correo abre una nueva categoría: la de diarios económicos, pero serios. Sabiendo que la competencia no iba a demorar en sacar productos para esa misma categoría, Correo decide lanzar una campaña de imagen que deje clara su filosofía de líder.
El reto estaba en cómo comunicar que Correo era un diario que dice la verdad, sin caer en las frases superficiales de siempre. Fue así que se encontró la veta del "favor con favor se paga", un insight tan cotidiano como entendible para la gente. Una realización impecable en blanco y negro potenció el realismo de la idea.
Correo se alzó ese año con un premio Effie a la efectividad gracias a su campaña de lanzamiento y al comercial presentado en esta página. Además, el comercial fue ganador de una Medalla de Plata a nivel mundial en el New York Festival.
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