We decided not to just communicate the change in Skip’s environmental policy. We also wanted to demonstrate it. We would do it with an experiment in the centre of Madrid on a giant hoarding from which we would hang two sheets, 15 days apart. The different tones in the two would prove how dirty the air is that we breathe. The experiment could be followed daily at the micro site www.sabanasblancas.com

With a single billboard, we achieved national attention on the Internet thanks to various blogs and digital newspapers. Thousands of users went to www.skipsabanasblancas.com and downloaded the discount coupon to purchase the detergent.