The two World Wars reshaped the world we live in. Getting to know this historical period better is the point of departure for understanding the current world context. Based on this premise, we created the concept: “Understanding the great wars is understanding today,” used in all aspects of the campaign. Using this concept was carried out with a press kit with a few products that were widely used around the world after the world wars, such as canned food, stainless steel, and tea bags. The products came with a text that summarized the historical origin of each. The box and press kit, and all of the elements, were artisanally aged to remind the consumer of the historical period.

The sales of the World War collection passed the project goals by 23%. It was the largest growth compared to expected sales in 2014. It was the second-highest most selling for Folha subscribers in 2014. The press kit helped the World War collection to reach these results by becoming closer to the public and the theme in different style, and to highlight the influence of World Wars today. The press kit got the attention of opinion formers. Many people were directly reached. Others were reached indirectly online, in social media, where the desire to have a press kit was widely expressed.