The main contribution from IM Lisbon media team was to suggest a breakthrough media solution to support an innovative product launch using cinema as an interactive medium. As theatres owned by RMB were the appropriate vehicles to impact a young target group the media team’s contribution was also to get RMB permission to break common advertising rules in a few selected theatres and time bands, allowing the actors to perform an interactive cinema spot. McCann Erickson’s creative piece was a challenge happily welcomed by the IM team.