The IAB (Interactive Advertising Bureau) asked us for a campaign to show the possibilities of interactive advertising at the Festival El Sol. That was how we came to create "YOU CAN TOUCH THIS", a concept that summarised the essence of Internet advertising and differentiated it from the other disciplines at the festival. All this was done by playing with that old taboo we’ve had drilled into our heads since we were little children.The campaign included a micro-site, aquisisepuedetocar.com, three interactive films for viral purposes, an e-mail shot to advertisers, advertising and media agencies, a page for the Festival El Sol programme, an interactive T-shirt.