Instead of a party, a project that became news all over the world. 99 News chose a 21-year-old student to travel to 9 cities around the world during 99 days, in search of trends that were shared in a blog. With ads on specialised media, actions in colleges and social media, the project soon caught the press’ attention. After a 3-month selection process, we found the winner. Lucas Cabral Maciel went to New York, Barcelona, Milan, Paris, London, Mumbai, Bangkok, Shanghai, and San Francisco. And in each one he became news in newspapers, magazines, sites, and TV channels.

We received 44,000 applications, twice what we had anticipated. During 8 months, there were 111,000 visitors to the blog, generating 314 page views. All phases of the project were made available on social networks and on both Brazilian and international press. There was a special article featuring the winner in the New York Times and an interview in Brazil’s most important talk show. There was more than US $1.4 million in spontaneous media. DDB Brazil was projected in the whole world as an agency that is always searching for what it’s new. And now this adventure is becoming a book.