In a groundbreaking fusion of journalism and visual art, Ogilvy Perú and Nasta Ogilvy Paraguay have transformed Última Hora, Paraguay’s most widely circulated newspaper, into a printed art gallery—bringing contemporary and modern artworks to the hands of thousands of readers.
Launched in collaboration with Fundación Itaú and Fundación Texo to mark Art Month, the initiative—aptly titled The Art Daily—reimagined the role of traditional print media by replacing conventional photojournalism with over 80 pieces of Paraguayan artwork. Each news story featured a curated piece in place of a standard photograph, creating a daily edition where every page was a canvas.
“We thought about creating The Art Daily to celebrate Art Month. This is a unique edition in which each news feature includes a Paraguayan art piece, redefining the printed press’s role as a cultural platform with significant impact,” said Yasu Arakaki, chief creative officer of Ogilvy Perú and Ecuador.
The campaign delivered a dynamic editorial experience that replicated the impact of an entire year’s worth of art gallery visits—compressed into a single edition. But the experience didn’t stop at print. Readers could scan the artworks using their smartphones to access the full virtual exhibit The Journey of the Eye, curated by Fundación Texo. The platform also guided them to nearby museums to continue their cultural exploration in person.
For Santiago Morello, executive creative director of Nasta, The Art Daily reflects a broader vision. “This is more than just a campaign; it proves that art can live in unexpected places and be accessible to all. Our challenge was to turn a traditional medium into a vibrant cultural tool, and we reached an emotional and cultural impact that many galleries strive for.”
By reimagining the newspaper as a bridge between journalism and art, The Art Daily succeeded in democratizing access to culture and giving visibility to Paraguayan artists far beyond the museum walls.
