The concept blends the consumer Insights 'C'est possible, even when all else fails' with a campaign idea that life’s many challenges does not stop our Rhythm. Consumers daily encounters with difficulties such as power outages, traffic jams, or disruptions by Rain etc which is transformed into a positive experience , thanks to Primus. By projecting Primus as a catalyst in the transformation of the challenge to party and celebration, it reinforces Primus ownership of the Congolese ambiance and builds Primus as an icon of Congolese resilience and a source of Pride. “ Primus share our interest and understands us” .