Media access to hospitals in Mexico is really complicated, even more getting admission to enter to an hospital room with new-borns had enormous obstacles. Max Factor explained the project to hospital managers and they were so moved, they couldn't resist participating.

It was viral. Not only moms uploaded the picture... dad, aunts, grandmothers and friends were the ones that voluntarily shared the picture and talked about the case, Instagram, Facebook and Twitter worked as our allies. On the other hand, the video was extremely well received on YouTube.

It was VIRAL. Not only moms uploaded the picture... dad, aunts, grandmothers and friends were the ones that voluntarily shared the picture and talked about the case, Instagram, Facebook and Twitter worked as our allies. On the other hand, the video was extremely well received in YouTube, and most important: the perception of the brand changed for good to great.