Our central idea was to implement significant changes inside all media environments, attracting attention to the CYAN Project. Cyan means the purest blue, so we radically altered the colours of several media elements to blue, in line with our advertising. Leading newspapers were printed in blue for the first time. The highest audience web portals adopted blue as their major colour alongside exclusive banners. The largest local airline had a custom in-flight magazine themed on the water issue and wrapped in water bottles . March 22 (World Water Day) a custom event developed with key international water specialists, it was broadcast live over the web. In the most popular park in São Paulo we built the liquid house, in which people could enter and understand the water footprint of each element of their daily lives. At www.movimentocyan.com.br, users could share their ideas how to save 1 litre of water per day.

With an enormous impact, the Cyan Project quickly associated AmBev with a company that works hard for the environment.In a single day, buzz metrics tools reported an association of over 67% between AmBev and the theme 'water'.