El sector de la alimentación es uno de los más afectados por los bulos y las fake news en la red. Si tuviéramos que elegir el producto más perjudicado sería, sin lugar, a dudas el zumo de naranja 100% exprimido..
Estrategia
Debíamos combatir la desinformación y lo haríamos hablando desde la verdad. Para ello propusimos a la Universidad Complutense de Madrid la elaboración de un informe que profundizara en las claves de la desinformación sobre el zumo de naranja 100% exprimido.
Idea
Con el informe en la mano decidimos utilizar el humor y la frescura para contar la verdad y desacreditar las fake news. Hacer chistes sobre un bulo podía ser la mejor manera de desactivarlo y así lo hicimos.
Presumo de mi zumo se convirtió en el grito de guerra de nuestra campaña.
Piezas
Estrategia /Idea creativa / Video / Gráfica / Radio / Influencers / PR
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