The Glade slogan “fragrances that refresh” inspired us to create a new kind of springtime to surprise people in the busy streets of Rio and São Paulo. One hundred artists were invited to interpret springtime by creating a two-meter-plus-tall flower. They used their favorite techniques, which gave each flower a unique personality. When springtime started, people found several Glade flowers everywhere and admired them as real art. The town became more beautiful, with a wonderful atmosphere. In an Internet action with Google Maps the flowers could easily be located through key words such as: springtime, flowers and Glade.

People on the streets were positively surprised and welcomed the project with many compliments. The brand achieved cultural recognition. The Rio de Janeiro city administration considered this project a standard for the use of communication. Spontaneous media was sensational. Important newspapers such as O Globo and Jornal do Brasil reported on the event, highlighting its good qualities. Relevant blogs and websites commented on the action, highlighting its cultural relevance for the town. Hundreds of congratulations were sent to the website of Johnson Waxes and numerous phone calls praising the action were made to the company’s customer service.