The TV spot tries to represent the anguish of a world without ideas, empty streets, people have stopped thinking and creating. The human race has been absorbed by routine and we are no longer eager to learn new things.The spot presents a number as a mathematical solution to the problem: 21.21 minutes to change the world.21 where the minutes given to our speakers, this is the estimated time that our brain keeps it's attention at 100%. Leader's of opinion where chosen as our speakers such as Bernard-Henry Lévy, Guy Kawasaki, Michio Kaku, Allan & Barbara Pease, Wang Xiaoping, Helen Fisher...

The strategic solution was to use the exterior doors of the lifts and cover them with a sticker with the face of Eduard Punset and Guy Kawasaki, two of the most followed speakers.The face would strategically be cut by the doors leaving the top of the head on one side and the face on the other. Once the door opened, a second sticker inside the lift would read 'Discover what is hidden behind the world's most brilliant minds'.Several locations were chosen as the channel to execute the guerrilla marketing stunt, locations included public buildings and five star hotels. The locations were strategically chosen to maximize the investment since they were high density locations with the intention of reaching as many people as possible.

330.000 Twitter followers were reached as Guy Kawasaki uploaded a picture of the lift campaign.As a result there was an audience of 800 people and thousands of spectators. 10.000 views though streaming, 4.000 mirror neurons (live broadcast at universities, private companies) ,120.000 website visits in 2 months, 21 sponsors, 74.000 Google entries, 165 journalists, more than 75 interviews. High level of interaction in the Internet 2.0The communication campaign got 3 million Euros in repercussion without cost which has allowed the client to reach its objectives and prepare the 2nd edition. The general public has proved that there is an interest for science and innovation, the event will take place in Madrid in October 2011.