A son’s persistence. The permanence of ink. A mother’s happiness in exchange

for a promise. Maria hates tattoos. Luis can´t live without them. A unique personal relationship between a Maria and a Luis, just how we can find at the Maria Matos

and São Luiz Theatres, two of the main theatres of Lisbon, Portugal.

The Maria Matos and São Luiz Theatres, two of the main theatres of Lisbon, created

the Maria&Luiz discount card. Our challenge: increase card sales for the 2014/2015 season.

Maria and Luis are also the most common Portuguese names. And just like the two theatres, the Portuguese too are made of stories. That led us to the concept: where you find Maria&Luiz, you find great stories. In order to prove this, we made 7 short documentaries of real-lives Marias and Luíses. Each of them directed by a different filmmaker.

Almost 50 people had to be interviewed till we find the 7 most trusty, true and unique personal relationships between a Maria and a Luis that could be matched to a specific theatrical style or emotion. We had to be picky at the casting, to ensure the 7 selected stories would have meaningful and interesting testimonies that could actually bring this concept to life. Also, due budget restrictions and a tight schedule, we had to make sure beforehand that these real-life Marias and Luises would be able to tell their stories in a compelling way – we wouldn’t have another chance to re-shoot or to re-cast.

The campaign got nationwide coverage and contributed to a significant 50% increase in Maria&Luiz discount card sales.