Target: boys and girls between 13 to 18 years old, who love to communicate with their friends at any time, are outgoing, care for fashion, technology and want to be groovy and are afraid of being losers.

Objective: to establish a closer and more friendly bond with consumers and make movistar (mobile phones services) a desirable product.The campaign introduces Gerardo a young loser that became a winner since he got a movistar. The campaign promotes that everybody can become Gerardo, just by making over a photo of their own with Gerardo`s features and win a movistar.