This film tells the story of a man who spends the entire day operating jackhammers and other heavy machinery at a construction site. When his shift ends, he goes home to have dinner with his wife. But after an entire day “vibrating” on the job, he can’t stop shaking, sending his food all over the place, dirtying his clothes, the curtains, tablecloth, towels, etc. Cleaning the dirt from construction and dirt from home is a job for Tira Manchas Dia (Dia Clothing Stain Remover).

The media team implemented the idea the best way possible. The briefing asked to advertise a product differential to an audience that already uses it. So the solution was simple: DIA% Magazine. A bimestrial magazine that every single DIA% client receive at home. There were no other channels. DIA% Magazine really was spot on the audience we needed: everyone that already buys the product.

The sales and the awareness towards the product differential increased. Now, trusting the product, people started to wash their favourite stained clothes in the washing machine using DIA% - O2 Activated Stain Remover. The audience could really relate to this. Everyone, at least once, had already damaged their favourite clothes. When we recreated that awful common feeling of unconsciously ruining something ourselves, and then presented the solution right away, we could really make our message stay. Regarding the client, they couldn't be happier. The briefing was pretty well attended to.