We gave Puerto Ricans white t-shirts, as an open space to express themselves about their dreams, hopes and projects for a better Puerto Rico.We created a two phase campaign. The first phase was an activation campaign in which we created a :30 TV spot, magazine and billpostings asking people’s ideas and projects by visiting malls, outdoor festivals, public beaches and through an original website designed, where they can express themselves via message board, video upload and an interactive application where people could draw their ideas and projects in a white t-shirt.The response was astonishing with more than 11,000 dreams collected from a wide range of people, ages, and economical backgrounds.As part of the second phase, we created two 60 and 30 second spots with the most inspirational dreams and projects, featuring real people and proving to us that Puerto Rico is still full of hope.

After nine months of campaign (August 2008 – today) we gave a whole list of all the dreams and projects collected to Puerto Rican Congressmen, to let our politicians know what the country feels and hopes.Also we were able retain market share leadership and strengthen brand bond with Puerto Ricans. But most important, Ace brought back some hope and reminded everyone that our country never gives up.