The campaign started with the story of Esteban, a man with braids, to raise men’s awareness about the fact that friendship is the worst way to get close to a woman. The consumers help Esteban to make the correct decisions in an online game to finally conquer Carla, with Rudo´s help and counceling through the story and deciding different ways to live the same situations and their endings.Then a print campaign was implemented, showing Esteban´s "braid situations" while the streets were flooded with Braids with a "Sleepover Pijamada Truck". Mirrors at the bathroom bars, PR, OOH. Braids everywhere.

The online and viral campaign had more than 400,000 contacts in 3 months, increasing sales and establishing very good performance and connection with the target. The relationship built with the Esteban character, the "braids" in guerrilla and street actions, and the PR and awareness generated by the Special Pack sent to Opinion Leaders, TV and Radio Shows was amazing, generating buzz and improving the campaign results in an immeasurable way.