Mercado Magazine is a magazine in Argentina, setting out to analyse political and economic information and help people understand the reasons and consequences of the events that take place on our planet, and how these affect the business world. The magazine’s print advertising campaign, Brasil/UK, India/China and China/USA, works with the concept, “The world is a hard place to understand”, exploring current market issues in a global economy. The campaign won two Gold Press Lions and a Silver Outdoor Lion at Cannes International Festival of Creativity.
“The largest trade partner of the European Union is now another country. The world is a hard place to understand.”
“The world’s sixth large economy is another country. The world is a hard place to understand.”
“The top weapon importer is now another country. The world is a hard place to understand.”
The Mercado World campaign was developed at JWT Argentina, Buenos Aires, by chief creative officers/executive creative directors Gonzalo Vecino and Pablo Alvarez Travieso, creative director Aariel Abadi, copywriter Juan Mesz, art director Fernando Zagales, account supervisor Carlos Nesci working with Mercado director Miguel Ángel Diez. Illustration was by Estilo 3D.