In this action, we did not face any restriction imposed by vehicles or government. Actually, partnerships between editorial content and magazine brands are strongly stimulated in Brazil. We take this opportunity in a favorable scenario to bring content to the men in an unprecedented way in the world.

More than a campaign, we created a communication product that perfectly expressed the purpose of the brand Itaipava in people's lives.

In Brazil, the term 100% doesn't mean only that something is done or complete, but also means it is amazing, perfect. Therefore, Itaipava is the 100% beer. So, if Itaipava wanted to conquer that audience, it had to turn something boring on this audience's lives into something 100%. If then executives couldn't wait to take the tie off, now they wanted to keep it until later.

- We've built the loyalty of 100 opinion leaders.

- More than 3,000 people from the brand's desired audience were directly impacted.

- Supply contracts of Itaipava were signed with 8 new bars on the areas that were important for the brand because of the campaign.

- Average increase of 25% in Itaipava sales in those bars where the ties were present.

- More than 500 requests of new 100% Ties on Itaipava's Facebook page.

- Above all, we've turned an icon of the boredom of corporate life into an icon of fun