The Game of Time – El Tiempo 2014 | Clapboard Ad Archive

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The game of time - El Tiempo | Clapboard Ad Archive

El Tiempo’s 2014 campaign The Game of Time, developed with BBDO, exemplifies the power of ambient marketing in the media and entertainment sector by making the invisible march of time a tactile, immediate experience for Colombians. Central to the campaign is the Time Suit, a wearable device disrupting common media engagement by physically simulating the limitations of aging in those who have neglected exercise, transforming the abstract concept of future consequences into a potent, personal encounter. Rather than relying on conventional warnings or straightforward problem-solution constructs, the campaign invites its audience to play the game of time, directly embodying its premise through immersive role-play and a relatable analogy—what Clapboard’s taxonomy clearly situates as FORMAT#3—Symbolize the Problem. By coaxing participants to inhabit the slow, cumbersome motions and sensory changes associated with an unprepared old age, El Tiempo psychologically bridges editorial mission and consumer insight, asserting its brand as a source not just of daily news but of enduring, hard-won perspective. In a competitive Colombian media landscape defined by legacy publishers like Semana and El Espectador, and real-time digital news leaders such as Caracol and RCN Noticias, El Tiempo positions itself as the publication uniquely invested in contextual understanding, reminding consumers that choices made today define the stories they’ll live to tell. This campaign’s ambient element turns a universal dilemma into an active discovery, leveraging the emotional charge of direct participation and driving home the value of foresight without finger-wagging or didactic messaging. The campaign sidesteps literal visualizations to create an analogical participation that makes the brand message—news with the weight and wisdom of time—dramatically memorable, and in doing so, showcases how ambient creativity can reinforce publisher credibility and depth in the era of fast, surface-level media. Clapboard rates this 72/100. Campaigns like The Game of Time matter to the industry because they underscore how experiential analogies can articulate editorial values with visceral clarity while helping media brands regain cultural relevance through creativity.

Credits

Client

El Tiempo

Agency

BBDO, Sancho BBDO, Bogotá, Colombia

Executive Creative Director

Hugo Corredor, Giovanni Martínez

Creative Director

Andrés Norato, Claudia Murillo, Eduardo Carvajalino, Fabio Mendoza

Art Director

Duvier Rojas

Copywriter

Alejandro Tawa

Account Management

Monica Nieto, Alejandra Hernandez, Lena Garcia

Category Mind Map

48%

El Tiempo’s campaign "The Game of Time," created by BBDO and launched in Colombia in 2014, leverages a compelling narrative approach within the media and entertainment sector to underscore the value of informed perspective over time. Central to the campaign is the "Time Suit," an inventive ambient medium asset designed to simulate the physical limitations of aging in individuals who have not engaged in regular exercise earlier in life. This experiential device serves as a metaphor highlighting the cumulative impact of time and decisions, aligning with El Tiempo’s brand proposition of offering deep, contextual understanding of the world as it unfolds, thereby positioning the publication as a source of insightful, time-tested knowledge. The campaign’s market strategy hinges on an emotional and experiential insight: audiences are more likely to appreciate the passage and consequences of time when physically or viscerally confronted with its effects. By targeting a broad demographic that spans multiple generations—especially those contemplating the long-term implications of lifestyle and choices—the campaign effectively bridges the abstract concept of time with a tangible, relatable experience. The creative angle employs a narrative device, inviting viewers to "play the Game of Time," thereby engaging them interactively and fostering stronger emotional resonance with the brand message. The combined use of ambient media and storytelling taps into a cultural consciousness around aging and foresight, positioning El Tiempo not just as a news source but as a medium for reflective understanding. This strategy reinforces the brand’s intellectual promise while differentiating it in a competitive media landscape by making the invisible effects of time visible and immediate.

FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally. This campaign utilizes symbolism by creating “The Time Suit,” an exaggerated device that physically simulates the limitations and difficulties of senior adults who never exercised in earlier years. Instead of merely stating the future problems of inactivity, it constructs an immersive analogy—making people “play the game of time” by wearing the suit. This clearly symbolizes the problem (aging and physical decline due to inactivity) rather than presenting it directly or through a straightforward problem-solution narrative, aligning perfectly with the “Symbolize the Problem” creative format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Semana – Positioned as Colombia’s premier news magazine offering in-depth analysis and investigative journalism, Semana differentiates itself through comprehensive political and social coverage, appealing to an urban, educated audience seeking critical perspectives beyond daily news. 2. El Espectador – As one of Colombia’s oldest newspapers, El Espectador leverages its legacy and credibility to focus on independent and progressive journalism, emphasizing transparency and social responsibility, targeting readers who value thorough reporting and democratic values. 3. Caracol Noticias – Positioned as a leading television and digital news outlet, Caracol Noticias combines timely news delivery with multimedia platforms, focusing on accessibility and real-time updates, catering to a broad, tech-savvy audience seeking fast and reliable news. 4. RCN Noticias – RCN Noticias capitalizes on a strong broadcast presence and national reach, emphasizing a mix of entertainment and news, thus attracting viewers with a preference for infotainment and consolidated coverage through TV, radio, and online channels. 5. La Silla Vacía – Positioned as an innovative digital-native media platform, La Silla Vacía focuses on political news, data journalism, and citizen participation, targeting young, engaged audiences interested in interactive and transparent political discourse.

Q: What is The Game Of Time by EL TIEMPO about? A: The Game Of Time by EL TIEMPO is a professional campaign created by BBDO for the Colombian media brand El Tiempo, launched in 2014. The campaign centers on an innovative ambient activation called the Time Suit, a wearable installation that simulates the physical limitations of aging in individuals who have not exercised throughout their lives. Designed for the media and entertainment sector, the campaign invites participants to experience firsthand the consequences of time and lifestyle choices, reinforcing El Tiempo’s role as a source of deep, contextual understanding. The campaign was published in Colombia and features a single, impactful media asset. Q: What creative device does The Game Of Time by EL TIEMPO use? A: The Game Of Time by EL TIEMPO employs the Symbolize the Problem technique, classified as Format #3 in Clapboard’s 12-format taxonomy. Rather than presenting the issue of aging and physical decline literally, the campaign uses the Time Suit as a symbolic and immersive analogy. By inviting participants to wear the suit and physically experience the limitations of a sedentary lifestyle, the campaign transforms an abstract problem into a tangible, memorable encounter. This approach aligns with Clapboard’s classification by leveraging metaphor and experiential symbolism to communicate its message. Q: What is the campaign proposition for The Game Of Time by EL TIEMPO? A: The campaign proposition for The Game Of Time by EL TIEMPO positions the brand as a provider of informed, time-tested perspective in the media landscape. By leveraging the Time Suit as a metaphor for the cumulative impact of choices over time, El Tiempo addresses a broad demographic, encouraging reflection on the long-term consequences of lifestyle decisions. The campaign’s experiential and narrative strategy underscores the value of foresight and contextual understanding, reinforcing El Tiempo’s promise to deliver insightful knowledge and positioning the publication as a trusted, reflective source within the media and entertainment category. Q: How does The Game Of Time by EL TIEMPO rank in Clapboard's archive? A: The Game Of Time by EL TIEMPO holds a Clapboard Campaign Score of 72/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. Q: Who are the competitors in El Tiempo's category? A: In the Colombian media and entertainment sector, El Tiempo competes with Semana, which is known for in-depth analysis and investigative journalism targeting an urban, educated audience; El Espectador, which leverages its legacy to focus on independent, progressive reporting and social responsibility; Caracol Noticias, a leading television and digital news outlet prioritizing accessibility and real-time updates for a tech-savvy audience; RCN Noticias, which combines entertainment and news across broadcast and digital platforms for viewers seeking consolidated coverage; and La Silla Vacía, an innovative digital-native platform specializing in political news, data journalism, and interactive discourse for engaged younger audiences.