After several production and media meetings, we developed a “special package” to be used by all the distributors of the city. The material was proper for the creative idea as well as for the needs of the newspaper distribution format.

After solving this issue, we needed to “pack” all the newspapers with our material. We gather a crowd of people who worked for the whole night to pack the newspapers. Besides, we used special cars so our material wasn’t damaged during delivery.

We packed around 250.000 newspapers and, although we are not able to measure the results, we believe the “word of mouth” effect increased considerably the impact. In the week of the action, some cars were seen spontaneously with our “dog” splashed over the windows.This material was also commented in blogs and won a lot of spontaneous media.