We created a monument, the element traditionally used to highlight the most relevant political moments in history. The peculiarity of this monument is that according to the angle it is viewed from, the depicted reality it represents changes dramatically, in a matter of steps. From the front, the monument is the iconic image of Obama used for his presidential campaign: his face profile, with the word 'hope'. But when you turn around and view it from the side, you discover Obama’s face is actually composed by a group of Occupy Wall Street political protesters with the word hopelessness can be seen below.

The results were better than expected. Since the monument was exhibited at 1 of the main parks of the downtown area, and thanks to its outstanding visual effect, it was seen by thousands of pedestrians, mostly businesspeople and executives - Mercado Magazine's main target. The activation delivered an 18% increase in new subscriptions.