When the U.S. National Security Advisor accidentally added a journalist to a classified Signal group chat, the scandal went global. SÁBADO turned the moment into a campaign.
Riding the viral controversy, the Portuguese magazine officially launched its WhatsApp channel by recreating the infamous leaked screenshot, this time, extending the invite to readers.
The Line: "Until you're added to this chat, know everything on SÁBADO's."
From that central image, a series of themed chats expanded across major global topics: Trump, Gaza, Ukraine, Peace & Love; each with bespoke backgrounds and recognisable public figures, turning news into conversation.
The Result: A bold, culturally sharp campaign that flipped a diplomatic blunder into a launch moment, positioning SÁBADO as the outlet where real conversations happen, and everyone's invited.
Art Direction - Vasco R. Cunha
Copywriter - Manuel Stock
