The truth always graced the covers of Folha Sao Paulo. And that is why they have become a reference in Brazil.

So our idea was to use the actual cover of the newspaper to promote the concept : 'Folha. Nothing but the truth.'

And the chosen date, besides being the largest newspaper circulation day, had full relevance to our subject: Sunday, April 1, globally known as April Fool's Day.

The repercussion of the blank cover was immediate. It became the most talked about topic of the day among our target audience. The news spread through Facebook, Twitter, blogs, journalism and propaganda sites.

And the end result was this:

- Media costs: $0.00

- Production costs: $0.00

- Print costs: $0.00

- Total aggregated value for the brand: Priceless