We created the ultimate product demonstration: to show how Adrenaline Rush can keep you going for hours without sleep.We found a regular guy and put him in a specially built glass box in the grounds of Costa Rica's cultural festuival Palmares. We created the challenge: how long could he go for without sleep? He was asked to party and dance in the box without any sleep and with only Adrenaline Rush to keep him going.Everyone at the fair came to see him,whilst virals were sent out that directed people to a site where the challenge was being broadcasted live and where people could interact with him via chat. The end of the stunt was followed by thousands, and the brand literally stole the show in Palmares.

We generated live brand exposure to over a million people, in a country with only 4.5 million inhabitants and received over 190.000 web hits, a country record.