Find a media alternative that would bring the Banespa brand closer to the population of Sao Paulo, in a sympathetic and relevant manner.This 'brand', which represented a Sao Paulo icon, with traditional and loyal clients, had been bought two years before by the Santander Group without any communication that put its clients at ease regarding the new operation - research having been executed by the Bank showed that its sympathy and proximity image had been replaced by an image of distance and coldness.