The challenge was to promote the new TV Series from FOX Channel '9mm', which is based on Brazilian's police reality.Our objetive was to raise awarness about the tough work that the cops of Sao Paulo face. So we decided to arrest people in the most important avenue of the city and let them advertise the series by being handcuffed in the middle of the side walk.

1) We handcuffed people onto objetcs in the sidewalks of the most important bussiness avenues in Sao Paulo.2) They stayed there for the whole day.3) They were wearing t-shirts saying: 'For each criminal in jail, there are 13 on the streets'.4) We let the news spread itself.

In less than 24 hours we were on the cover of Brazil's 3 most important news portals (Terra, UOL and Globo), gaining over US$ 5 MM in spontaneous media coverage a week prior to the TV series premiere. The series had a record audience for Cable TV, 3 times over the goal ratings.