The commercial shows the parallelism between a baby taking its first steps and a way of walking of an alcoholic preadolescent.

From that observation we come to the concept: "He is still a kid, don't let him drink alcohol".

From the observation that a baby walks like a drunk, we touch the most intimate fiber of the parents saying a truth: "He is still a kid, don't let him drink alcohol".

It soon became viral: It was widely shared in parents' whatsapp groups.

It was shown on mass media: Banks, Airports, Subways and Hospitals screens.

Talks were requested by the Argentine Book Fair organizers.

Even River Plate, the soccer team, came out onto the pitch carrying relevant flags.

We even reached an earned media of $29.310.369.

We achieved our goal of making this scourge relevant and visible.

We opened a new discussion in Argentine society