We put on sale something that a chilean firefighter will never sell: their ideals for money. We make an online video selling the firetruck, helmets and firefighting equipment as advertising media so the private companies could buy it. We communicate this in the Rancagua’s Fire Department social networks (facebook). The whole country get angry and demand a better financial solution, the controversy went viral.

Then we release a second video, explaining the real meaning of the campaign. Firefighter won't sell their ideals, but need real help from private companies.

We create a viral video for facebook, as if was made by the Rancagua's Fire Department.

This video was aired in september 26 of 2016, and 2 days after we upload the second video with the truth that explain the real intentions and explaining the real reason of the campaign.

The campaign appear in every tv news, press news and internet media of the country, creating more than US$ 1.000.000 in earned media.

1.000 hours of reproductions

100 committed companies with the cause.

Also and even more important, the campaign establish a debate that lead to modify a law which finances the whole Fire Services in Chile.

The campaign total inversion was US$0