The media planning developed by DM9DDB was designed to launch Super 15 as if he were a real super hero arriving to the state of Sao Paulo, inspired by the major launches of movie super heroes. But this hero had to be accessible and appealing and not distant and inaccessible like the super heroes in the movies. We created street actions that allowed us to bring the super hero to life and to generate high levels of involvement and impact among our targets.