We did not collect the garbage at the beach for a day. This encouraged the creation of a law that fines those who litter the city.

Rio de Janeiro is often referred to as one of the most beautiful cities in the world. Unfortunately, it is also the 9th dirtiest.

How can we raise the awareness of the general population in order to change this story? We, intentionally, did not collect the garbage for a whole day at Ipanema beach, one of Rio's postcard destinations.

In order to achieve a major impact on a vast number of people, it was necessary to choose one of the beaches which are most loved by the locals.

Therefore, we established that Ipanema would be the stage for this action.

Along with the press team, the next step was to inform the media that, on Monday morning, Ipanema beach would be found exactly as the Cariocas left it on the previous day. In other words, completely dirty.

The image was so shocking that is was the subject on the streets and the media during the entire week. Discussions about the habits of the Cariocas took over social networks.

After the buzz was created, we started the traditional media campaign with a TV movie, printed material and outdoor media inviting the Cariocas to take better care of their city.

The results surpassed all expectations.

- Over 8 million comments on social networks.

- Dozens of artists took part spontaneously.

- Around 34 companies joined the project for free.

- More than US$ 800.000 in spontaneous media.

And the main aspect: Since August 2013, the action encouraged the City of Rio to pass a law that charged a fine to any individual who littered the streets.