We created a mailing that was in line with the campaign concept: there's a high percentage of advertising in Peru - probably everywhere - that says nothing to people, therefore is unnoticed.The best way to communicate it was through a transparent mailing, that literally said nothing to people except for our core message: 86% of advertising says nothing. Gran APAP 2003Entries: www.granapap2003.com

The debate throughout the festival that the campaign generated, was exactly what we were expecting. Every creative that spoke mentioned it and encouraged Peruvian creatives and members of the industry in general, to challenge that number and to have as a goal to create and produce better and more relevant advertising for consumers.