The solution was the creation of mock-ups of 20 words that represented the best values of new institution, impelling the target to interact with these giant words by means of guerilla actions, performances, and media environment. As teasers, words paraded through halls/offices of the conglomerate for three days. After, they were incorporated to the furniture. Collaborators were stimulated to vote (MD/e-mail/internal TVs) through a hot website, electing the word that motivated them most to awake and go to their workplace. Results were presented in real time via a LED screen: the more votes received, the bigger the word appeared.

Numerically it was the most expressive result in the history of internal communication of both institutions: 30,000 votes in the first day and 141,000 by the end of the election; from which 69,000 have been unique votes. That means, almost 70% of collaborator participation. But the very big challenge has been of qualitative aspect: this campaign had a largely positive impact that accelerated assimilation of the new Itaú Unibanco culture and gained a very remarkable remembrance for this action, and widespread values will be remembered.