The campaign objectives and consumer research recommendation: show graphically the product's benefit "Decreases the bad cholesterol" and get awareness to the brand, spending only US$ 12,000 each movie! The idea is to "personify" the bad cholesterol and the good guy (Cyclus bottle) in 10”.The "bad cholesterol" is represented as a cartoon like animated lettering scared about the enemy (Cyclus) and makes a high scream when the package steps on it.As a part of a campaign, the agency used a new creative, audio and graphic approach that was never used in the Brazilian food industry. Simple and unexpected language.