No restrictions or regulations worth mentioning.

We sent the stained clothes to fashion bloggers – March 7th

We did a Fashion Show at São Paulo Fashion Week - March 22nd

We placed the collection for sale at real stores – April 8th

The campaign did not run according the original plan.

The original idea got momentum then we had to adapt and add new layer to it: the Fashion Show.

Later the same thing happened and we had to add one more layer to the campaign: putting the collection for sale in real stores.

The story had massive media attention at major fashion media outposts. Including TV, magazines, social media and blogs.

We reached more than 3 million woman with the story.

More than 4200 shares on Facebook.

More than 15K likes on Instagram.

Average of 1 tweet per minute during Fashion Week.

More than 1,500 Surprise Collection kits sold on real stores.