The brand held in very high regard the opportunity to present the piece in the magazine, because they were making the consumers imagine that they had actually conquered a woman, and that she had left a little present behind.

The piece consisted on deliverin with the magazine itself, because it understood that the idea was that every man who bought the magazine, would have the experience to naked a young or a mature woman keeping her underwear as a trophy.

Apart from the piece's publication in magazine, it went viral on several social networks (Facebook and Twitter). The target group's received the piece very well, based on the positive comments made by men and women when they had the magazine in their hands.

What began as a printed campaign ended up being widely celebrated, and evolved into an integrated media campaign.