The brief was clear. Launch the brand's first electric scooter on the market, focusing on sustainability. The question was: How to create impact at the photographic level and remembrance with a campaign that does not go unnoticed? There wasn't much money but we had the press and OOH media to communicate and, therefore, we had to generate a campaign that quickly caught attention.

The impact is seen in the campaign, managing to put two things together in the same photo. The first is that when someone is behind on the Motorcycle, he always has to hug us. The second is the gratitude that nature gives us for not affecting it. These two things together managed to make the message clear, with the typical gesture of the person who sits in the back of the motorcycle, but in this case, it is not only hugging to avoid falling but also thanking whoever chooses this scooter, for helping to the sustainability, nature, and the ecosystem where these animals live. Of course, it has a touch of humor.