The strategy: get active participation of consumers.We thought: they may not care about ads.

But they care about style.We launched the “Lets Laugh” T-shirts.

To sell them, we partnered with Banca de CamisetasProfits from sales were donated to an NGO that provides dental care to poor children.The T-shirts were everywhere.We put them in a magazine (disguised as an ad)In a park party (providing free pass to the attractions)Even the sexiest woman in Brazil wore it in her sensual essay.We’d rather she didn’t

The results showed that laugh is contagious.4,000 T-shirts sold.15,000 fans on FacebookUS$ 30.000 in donationsTons of people became walking billboards for the brand.In the end everyone was laughing.The consumerThe clientAnd the children of the NGO.