Carnival galvanises huge segments of the Brazilian population during a brief four days of some pretty hard partying. People put all their problems behind them to join in a wave of 'samba schools', parades, contagious dance music and outrageous behaviour.In contrast, our client, MasterCard, was not entirely happy with its market penetration in Salvador, a large northeastern market known for its distinct Carnival celebrations.With all this in mind, the McCann media team created a special 'media mix' project for the brand in that market. The action enabled MasterCard to dominate in brand visibility during the event.