We worked on innovative formats that created the needed talkability to make the brand proposal grow and join the popular culture.- Microshows (Broadcast TV).- Tactical outdoor in parks and playgrounds.- Sponsorship of children´s football competitions, associated with mass media sinchronizing the efforts.- Commando units organized surprise games.- Appearance of balls with the brand logo at the playgrounds and parks.- We created the “Day of playing”.

The Campaign created an unprecedent awareness level and talkability that achieved a lot of free media coverage.The Brand won almost 2 points of SOM in a very competitive category.It also improved considerably the main attributes of the Brand.