Billboard’s subject is music, something that generates natural interest from the public. To create awareness about its magazine and the power of its chart list, there’s nothing more pertinent than creating a real experience involving music and releasing it worldwide on the internet by means a mini documentary.

After selecting some fans from artists with #1 songs on Billboard, we invited them for the experience. They arrived at a theater with no band and no music. There was only one person, the hypnotist Rogerio Castilho. After a little talk, Rogerio would take them through a deep relaxation and guide them to regression hypnosis. The fans then started to feel as if they were in the best concert they’d ever been to from their favorite band. Some really got into the hypnosis, others not so much. We had fans crying, dancing and playing air guitar. All of them were thrilled by the experience, which was filmed and became a short documentary for the internet.

In order for the campaign to have a powerful impact on a single day, information had to be clear and easy to spread. The website provided the perfect environment to gather anything with a viral potential, such as the artist’s posts. More than 20 prominent Brazilian artists joined the campaign: Caetano Veloso, Gilberto Gil and Daniela Mercury, just to name a few. And all of that happened after Sir Elton John posted on his Facebook account and also tweeted about it. The website was the hub for all this new data that increased by every minute. The participation of the users on the website helped increase the flow of information, since the data came to the website and was also re-spread through it.