Brazilians speak Portuguese but often use the English word "feeling " to express intuition, often employing the term when they are not entirely certain of their opinions. This term "feeling", has become an extremely popular expression throughout the country.
We leveraged this idea to announce the magazine’s migration to the digital world. The takeaway we wanted to highlight is that Exame, a traditional newsweekly, would now offer daily online content. With that, readers no longer need to rely on “feeling”, but can now make their own informed opinions, thanks to this enhanced content.