From the fact that traffic in Brazil is becoming a war zone, we had an idea that was very simple, but impossible to go unnoticed: we put a war tank on the streets. We built a replica and developed an anti-hero, with a personality, a profession, a discourse and even a family.

As soon as the war tank and our anti-hero started rolling, people started to post photos and videos spontaneously. Within 1 hour, the action was already going viral on the internet. Within 3 hours, it was on the news and the media believed our character was real. Within 5 hours, the man was giving interviews and appearing live on TV all over the country.

With a small production budget and no media budget, we got more than US$ 1.2 million in spontaneous media. The tank and the character appeared on more than 15 TV shows, 25 radio shows and 30 news outlets and blogs. This way, we managed to turn a totally fictional story into a fact. And most importantly: we reduced the number of deaths and injuries by 17%.