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Marketer: Grande Reportagem Agency: Foote Cone & Belding, Lisbon

Portuguese magazine goes weekly with print ads that wrap hard-hitting statistics in the flags of different nations

[Buenos Aires, Argentina] A print campaign to promote a Portuguese magazine's shift to weekly from monthly frequency is one of the winners on this year's awards-show circuit and has taken on a viral quality as people e-mail the campaign to others.

Lisbon-based magazine Grande Reportagem used the "Flags" campaign to do what it does best: report the news. Each of the eight ads by Foote Cone & Belding, Lisbon, features a different national flag. A text box in the corner lists hard-hitting statistics from Amnesty International or the United Nations about that country that are quantified through the colors of its flag. For the U.S., for example, the red stripes represent the proportion of Americans who support the war in Iraq, white is for those against the war and blue stands for those who don't know where Iraq is. For Russia, the red background represents young people who work; the small yellow stars are those who stay in school. The idea, according to Luis Silva Dias, FCB Portugal's executive creative director, is to demonstrate the magazine's ability to get and report hard-hitting news.

The campaign's most recent awards-show win is the print Grand Prix last month at FIAP, considered the Cannes festival of Latin America. Leandro Raposo, a FIAP judge and creative director-Latin America at WPP's JWT Argentina, said "Flags" outshone the 2,000 other print entries. "I loved the campaign. It has a lot of visual potential and is intelligent, clear."

Interest in "Flags" has grown so much by word-of-mouth that people forward the ads by e-mail. "It is now a worldwide brand," said Mr. Dias. "And today, Grande Reportagem's circulation is almost double that of last year."

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