Driven by the Lion Proximity Portugal won in the last Festival at Cannes, Proximity Xperience developed a surprise action with two objectives: congratulate the team involved in the awarded campaign, and demonstrate to their market the talent to develop and implement relevant experiences. The idea was to bring a real lion to Proximity's headquarters. An invitation was sent containing a real steak inviting the target to come and 'please feed the animal'. The presentation was then held close to the lion. Those who didn’t attend, received a presentation book handmade to look like a 'Diary' with notes and picture clippings.

Proximity Xperience invited 14 journalists. 9 of those journalist came to Proximity's headquarters and published the news. The other 5 journalists received the notebook, although only 2 were published. The main marketing magazine in Portugal, gave a special mention to the event in its editorial.