We placed more than 40 billboards through out the country illustrating workers from different fields.Each photo shoot took place in the worker’s genuine workplace, using their real clothes, nothing was altered nor edited, to achieve a legitimate portrait that was true to the main characters

The campaign generated lots of buzz by using the same workers that labored below the billboards to be featured in them, turning it in into one of the country’s most talked about outdoor campaigns.Shortly after a month from its launch and with a 54% distribution increase, the brand grew 62.7% compared to last year’s.