We selected for the Client an alternative advertising action never used before in Spain: paints made with chalk on the street floors of the eleven main cities for DYC. Two specialist teams created three different artistic executions for DYC. To generate expectation a PR company informed each city a few days before the artist came where exactly each painting would be.

This case showed how an innovative media could achieve both kind of Return of Investment results (Quantitative and Qualitative ones), using the Brand and its communication as information news to obtain publicity, and at the same time making the people in the streets come closer to the brand.