El Cronista is one of Argentina's most recognized economic and financial newspapers. The challenge was to create a visual campaign that communicated its authority and depth in economic journalism, in a way that felt bold, conceptual and impossible to ignore.
The idea was built around a simple but powerful visual truth: the currencies that define Argentina's economic reality, the dollar, the real and the peso, each carry a face. And every face has an eye. A detail. A perspective.
The campaign zoomed into those eyes, a close and almost uncomfortable look at the figures printed on each bill, paired with the concept: "A closer look at economic reality." Because that's exactly what El Cronista does every day.
