The creative strategy impacted the visitors right at their arrival. The idea was a 1/3-filled cup of water handed at the entrance. Banco Real’s water cup made of recycled plastic carried a message of awareness saying: “This amount of water is an out-of-fashion trend” – an alert to immoderate consumption and water scarcity to make people reflect on the issue and on their personal attitudes. Additionally, the Bank’s signature created for the event provoked the public with the phrase: “Dress yourself with attitude.”

An investment of less then R$10,000 had a striking result. Besides the visibility, Real’s cup aroused discussions on the theme, inside and outside the 75,000-visitor event. The action was commented in all fashion sites and in a variety of sites, blogs, chats, and magazines. It also resulted in free media, during Brazilian television prime time, and was highlighted in TV Globo’s coverage of São Paulo Fashion Week, aired during the Jornal Nacional, the ratings leader with an average of over 25 million viewers each edition.