To help the kids of a local community to build and film the first sustainable public school of Latin America.

Embracing Unilever´s environmental values, we co-create the first sustainable public school of Latin America with Michael Reynolds, father of the ¨Earthship Biotecture¨, and let the students participate in building and filming this amazing project.

This story could travel way beyond the local community, impacting the kid’s life forever and setting an example of best practice to OMO and Unilever worldwide.

Chosen the local community school in Jaureguiberry, with a capacity for 30 students, we sought the authorizations and political support (ANEP, Ministry of Education and Culture) to build a new one, a sustainable one, with a capacity for 100 students.

The workshops begun, teaching the future school students how to shoot and interview the subjects and protagonists of the 15 chapters in the online documentary. They also started gathering materials to recycle and build the sustainable school.

Then we started a national campaign including 60 seconds TV spots airing in December 2015, starring the local community and the kids involved.

The campaign also ran online through the Nevex (OMO) fanpage, YouTube channel, Twitter account, and at escuelasustentable.nevex.com.uy

After December, the campaign only relied on the PR efforts with every press media available, and the online content.

The most successful PR and viral campaign of all brands in the history of Unilever Uruguay.*

More than 500.000 views and 50.000.000 impressions in a 3.300.000 people country. *

72% associates spontaneously news about the school with Nevex.**

77% thought it was a ¨very interesting¨ campaign and ¨like it a lot¨.**

77% thinks Nevex is a Brand committed with Uruguayan society.**

97% thinks it´s a very interesting initiative.**

79% thinks Nevex is a brand committed to the environment.**

78% has a better opinion of the brand.**

71% is more interested in using the brand.**

* Source: Unilever Uruguay

** Source: Millward Brown survey