In order to increase the consumers’ perception and to refer them to the campaign’s concept in a daring and unusual way, the ‘O Estado de S. Paulo’ newspaper was wrapped in a cover that simulated the 1st edition of the newspaper ‘A Província de São Paulo’, the former ‘Estado’, which was firstly issued in 1875, shortly after the creation of Bohemia.

In order to make the whole launching action of the campaign “Past & Present” really perceptible in a daring and unusual way, we had a trolley from that year to circulate in the main avenues of Sao Paulo. People dressed in traditional clothing of that time distributed issues of the newspaper ‘A Provincia de São Paulo’, creating great curiosity among “paulistanos”.

Generated great profitability and visibility through the communication mix utilized, especially through readers of “O Estado de S. Paulo” and “Veja Sao Paulo”, two great Brazilian communication vehicles that had their penetration increased thanks to the action on the streets, gaining a large spontaneous media due to the unusual fact.