The idea was to invent the Ramp Liberator, a fictitious product that could free up ramps by exploding the cars parked over them. We launched it with controversial internet videos which went viral, creating lots of conversations amongst netizens who couldn’t believe that a device like this was legal. The viral videos directed people to a website where they discovered that the Ramp Liberator didn’t exist, but the problem of parking on ramps did. We then asked them to sign a petition to help solve the problem.

The objective of the campaign was to create awareness and change behaviour but the actual impact was far greater. The campaign drew the attention of an Argentine Senator who helped us present our petition to the legislature. The government understood the gravity of the problem and changed the law – the fine for parking on ramps is now 200% higher and includes community service. The total investment for the campaign was US $20,000 not including free digital space donated by our partners. The ‘return on investment’ was a change in the laws of the country – which is probably priceless.