We used ambient media, OOH, digital, POS, TV and print: we built real sales stands, with sales people, 3D models, plans, banners, folders, we ran newspaper ads, created the venture’s website, we even had an airplane banner. And we also had… hidden cameras.

We taped the consumers’ reactions. Over 60% wanted to buy it! The result was so powerful that Rede Globo, Brazil’s largest TV station, got interested. We made the idea 4 times bigger, with buildings all over the country. More sale stands, folders, banners, etc…It all evolved into a news story that opened TV Globo’s main news show two Sundays in a row. Primetime TV for free. The venture’s site registered consumer’s opinions. And the discussion exploded on blogs, websites and social networks.

With a limited budget we reached over 130 million people all over Brazil. That’s more than the whole population of France, Spain or Japan. Every media channel told a part of our story. Discussions went on on blogs, sites and social networks. We made a country stop the frenzy of consumption and think about the impact of what we buy. And the campaign contributed to the development of a developing country.

The idea earned us over 9 million dollars worth of media. Not bad for a client that believes in the good use of money. And in conscientious consumption.