In a villa from the 1700's a group of young men embark on an initiation trip. They get ready for the big challenge to be turned into grown men.

The whole villa is there to see them off. Mothers, girlfriends, fathers. They are alone in the woods. Scared. Walking carefully. They spend the night. The next day they are back. They come back with a piece of furniture they made in the woods. They come back as heroes. They come back as men.

The biggest challenge was not to run a simple ad, but a lamp that was an ad and it was ready to be used. While the ad was the product, the media becomes a direct channel of distribution, broadening its scope that no longer simple rely on sending a message. Now the media is responsible for the logistics of a product created under as an ad. And like all distribution chains, the product needed to get to the consumer in an assertive way. For that we relied on the home and décor section of one of Brazil’s main newspapers.

The ad became a decor object and instead of ending up in the trash can, it ended up on people’s walls.