We developed a flyer, which had a bone printed on the front part. This flyer was torn in two and stapled, showing the separation of the bone and the idea of fracture. In the lower part the slogan of the campaign was printed. The communication was in Meio&Mensagem magazine, associated to AD Age, the main communication vehicle in the market. We also developed a billboard with the same concept of the flyer, broken in two.

The high impact and retention allowed us to reduce the exposition frequency, optimising the investment. ESPN has raised its revenue by 30% at the radical sports time, and has already commercialised all sponsorship quotes of its main event, the IV Latin X-Games 2005.