After the pandemic, where the country's economic reactivation was expected, businessmen and entrepreneurs found themselves with a rarefied panorama with the election of the new government, whose policies complicated business initiative. Rising inflation, taxes and the increase in gasoline, reduced people's ability to consume, with their respective consequence in businesses that saw their sales fall abysmally.

In this context, our annual event for SMEs, which had practically been on the verge of disappearing during the pandemic, needed to be resurrected from its ashes. And for that we take the bull by the horns and focus the event on crisis management.

As an invitation, we created six posters that focused on showing difficulty as a beautiful challenge for entrepreneurs - people who are known for being determined and not giving up easily. We appealed to their warrior spirit, awakening their pride and determination to face the difficult times they were going through. The summit is the dream, but the truly beautiful part is the journey to get there.

Embrace the difficulty, that was our strategy. Embrace her, show her in all her splendor, with all her beauty and complexity.

The 6 posters tell the difficulties of 6 entrepreneurs, who are climbing their own mountain and were exhibited in the Artespacio Gallery for several days.

A 10% increase in new clients compared to the previous summit, which indicates that the campaign achieved a positive impact on new audiences.