To talk to ad executives – a public resistant to propaganda and bombarded by messages - and publicize an MTV event about sustainability, we decided to use a traditional medium in an innovative way. So we created a recyclable ad made of edible paper and inserted it in the top marketing newspaper, which was sent to a special mailing list. We also created a web campaign with a cooking contest (www.comaesteanuncio.com.br/eatthisad). We succeeded in making significant Brazilian professionals interact with our ad in a unique, positive way. Besides eating the ad, they interacted by creating recipes with it.