The Walking Society (TWS) online, the digital version of Camper's paper magazine, takes the brand's values to the interactive world. Through games, interactivities and tricks, specially produced for the Internet, we construct a kind of complicity with the user that contributes to increase the brand personality. We stimulate the user's playful instinct so he understands, in a simple way, the magazine's articles and, therefore, becomes imbued with the brand's soul.