We caught our target in the only place in which they don't have a remote control in their hands.

The objective was to find our target on a way both unexpected and with low costs and demonstrate the power that Latin-American advertising can have. Our target is the most difficult to reach.

Absolutely all people in our target watched our message until the last second.

"They say in the future the ads will be personalized to such point that they will even mention the name of each one of the targets, even in massive media. We could achieve this in 2006".

For the first time an advertising festival was used as a communication channel. There are few moments in which the target is exposed without option to watch until the last second when the ad appears and we therefore have the guarantee that they will be there to watch it.