The whole thing became a documentary and a promotion: those who took their diplomas for other careers to Abra would get a discount towards the tuition fees and, thus change careers. In other words, the old diploma became a discount coupon attracting students to the school.

We were able to show how important it is to believe that anyone can become an artist. In a touching way, with only three examples of life, we were able to make everyone relate to this story.

The campaign also generated quantitative results such as:

80% increase in the search for courses.

70% more students enrolled