A huge billboard was installed in Barcelona. It worked as an enormous canvas where a piece of urban art was painted by three “colour activists” over three consecutive days, revealing at the end that Sony Bravia was the driving force of the initiative. A website was created:www.hastalasnarices.org (fedupwith.org), as a platform where people could support colour as an antidote from grey and boring lives. Shots of the billboard being painted and the videos of street actions featuring curious clowns were shown. The viral marketing campaign was also spread through Youtube and several “blogs”. The campaign was finally rounded off with print ads, local TV programs and street movements.

- 7.6 increase in market share (units) in Barcelona city- 66% increase in consumer traffic at the Sony distribution outlets in the area (FNAC, El Corete Inglés, Miró, etc)- 3.5 million impacts