We were asked to develop a print campaign for Young Lions Brazil. Instead of doing it, we created a campaign that started secretly on the internet, generated a lot of buzz an then became the print ads.

Secretly, we created bad and nonsense fictitious ads and posted them on the main advertising websites in Brazil and the world, such as “Ads of the world” and “Brazilian Creative Club”. The ads caused all kinds of comments: criticism, compliments, theoretical analysis. In just 10 days, more than 400 comments were posted on the ads. With the fictitious ads and their comments we made our print ads. The tagline was: Advertising needs more doers than talkers.

There was a 40% increase in the number of subscriptions, in addition to the debate on the anonymous comments on the internet. Advertising sites, newspapers and TV programs highlighted the campaign. A huge discussion about the strategy and the message was started